Cartoon Network introduces mobile TV in Italy

MUMBAI: Turner has signed its first mobile broadcasting agreement for Cartoon Network. As per this Italian mobile operator 3 will distribute Cartoon Network to its videophone subscribers.

The arrangement will offer 3's users the opportunity to watch a daily block of Cartoon Network programming on their videophones.

Through the new service with "3", Cartoon Network's Italian fans will be the first in the world able to live the network's experience through their videophones. Courtesy of third-generation mobile technology, known as UMTS, a daily block of Cartoon Network will be broadcast live and then replayed throughout the day.

3's subscribers will be able to enjoy episodes of The Powerpuff Girls, Dexter's Laboratory, Ed, Edd n Eddy - and many other Cartoon Network shows - wherever they are - whenever they want. Viewers will pay 0.90 Euro cents for every five minutes of viewing.

Cartoon Network's existing mobile portfolio already includes games, wallpapers and ringtones. The content has broad distribution around the world in more than 30 countries to over 50 mobile operators. This deal with "3" represents the first for Cartoon Network to distribute portions of its TV channel. The company is in discussions with additional operators worldwide for similar services. Turner currently distributes its CNN 24-hour news channel to mobile phone users in Austria, The Netherlands, Finland, Sweden and Australia.

Turner Broadcasting System International VP for wireless and emerging technology Mitch Lazar added, "This agreement once again confirms how the value of the Cartoon Network brand and its characters are fully integrated into contemporary culture. Our cartoons are able to reach targets of every age in different ways: from TV to consumer products, from PC to telephony and to all new communication means".

Cartoon Network Mobile is Turner Broadcasting System's service for mobile devices. Launched in 2001, the service offers content based on its shows and characters. The content includes java games, ringtones and wallpapers compatible with WAP and i-mode devices as well as SMS. Cartoon Network's java games has been developed by Macrospace. Cartoon Network Mobile is available in over 30 countries to more than 50 operators.

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