Fox makes '24' mobile in the UK, US

MUMBAI: This is a unique way of cross promoting a show using the mobile. In conjunction with the fourth season premiere of Fox's drama series 24 in the US and UK, the Rupert Murdoch owned broadcaster has done a deal for a different version of the show called 24 Conspiracy for mobile phones.

Fox Entertainment Group (FEG) signed an agreement with Vodafone, which claims to be the world's largest mobile community. In India 24 airs on AXN.

24: Conspiracy will have different characters and actors from the television show. It will be distributed by Vodafone on mobile phones from January 2005. The format of the show will however be unchanged. For the uninitiated, 24 stars Kiefer Sutherland as an undercover agent. Each episode represents an hour in his life.

As is the case with the television show, all 24 installments of 24: Conspiracy will have a cliffhanger ending leading directly into the next installment. The shattering final episode will see all questions being answered.

Vodafone will distribute in up to 23 countries twenty-four serialised mobisodes. Each is a minute in length and will premiere in each territory in tandem with their local 24 premiere on television. The episodes will be available every week to Vodafone live! with 3G customers throughout the run of the television show's upcoming fourth season.

The localised scheduling serves to give Vodafone and each local territory the opportunity to cross-promote the launch of the mobile series with the premiere of the television series. 24: Conspiracy. will launch on 30 January 2005 in the UK to coincide with the fourth season premiere of 24 on Sky One.

Plans are underway to distribute 24: Conspiracy through Verizon Wireless in the US in 2005.

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