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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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