(30 July 2007 6:00 pm)

MUMBAI: US broadcaster Spike TV, which targets men has announced a ringtone deal with Spider-Man co-creator and legendary comic book writer Stan Lee and Pow! Entertainment.

Featured ringtones will include messages about the customer's secret identity, or messages for an arch-nemesis, or sidekick, and more. Users can download Spike TV's Stan Lee ringtones and call back tones directly from their carriers.

Spike TV executive VP, digital media Erik Flannigan says, "We are thrilled to partner with the legendary Stan Lee for the launch of his original ringtones on Spike TV mobile. Stan has created some of the most beloved superheroes in comic book history and his genius can now be experienced in the digital arena."

Stan Lee says, "Wow! What a kick to be using my own quotes as ring tones for good ol' Spike TV! The gang at Spike must like to live dangerously 'cause they let me say whatever I want-- so consider this fair warning, O True Believers-- you're in for some wild and wacky verbal wonderment."

Known to millions as the man whose Super Heroes propelled Marvel to its preeminent position in the comic book industry, Stan Lee's creations and co- creations include Spider-Man, The Incredible Hulk, X-Men, The Fantastic Four, Iron Man, Daredevil Silver Surfer and Dr. Strange.