In a world first, mobile content specialist FoneStarz Media has partnered with Lime Pictures to launch Hollyoaks exclusively into the Australian market on Vodafone live! with 3G this week. Following the successful delivery on Vodafone live! Hollyoaks plans to become the first TV programme to migrate from mobile to a traditional TV platform.
Hollyoaks is watched by over three million viewers five nights a week on Channel 4 in the UK and over a quarter of a million Vodafone customers across Australia will now be able to tune in to the long-running, cult UK drama first on their Vodafone live! with 3G mobile. Piloting the show on Vodafone live! with 3G is an innovative way of engaging with the show's target audience of young adults and introducing the Hollyoaks brand to Australia.
Every week two 22-minute episodes of Lime Picture's cult drama are being re-edited for mobile and will run on a streaming loop, available as part of the Music and Entertainment mobile TV pack on Vodafone live! with 3G. The mobile TV episodes will be complemented by wallpapers, animations, ringtones and a range of made for mobile video messages featuring cast members which are suitable for all handsets.
Dave Moreau, chief executive officer, FoneStarz said: "We're delighted to be a part of such a unique project, facilitating the launch of Hollyoaks on Vodafone live! with 3G. Vodafone's mobile TV customer experience is second to none, and we're confident that the show will build a strong following in Australia, which will assist Lime Pictures in approaching the traditional TV platform."
Sean Marley, managing director, Lime Pictures said: "Through our New Media division, Conker Media, we have always seen ourselves as a leading player in cross-platform content. This proactive approach to the world of mobile content, combined with the perfect youth-targeted show in Hollyoaks, allowed us to once again lead the way with this unique deal. We're looking forward to bringing Hollyoaks to Australia via Vodafone live! with 3G and we hope they enjoy it as much as the UK market."
Keith O'Brien, head of content, Vodafone Australia said: "We've invested significant global and local resources to pioneer the mobile TV space. We launched Australia's first home grown made-for-mobile TV episodes in late 2005, with a show called Random Place. More recently, we announced the availability of Australia's biggest mobile TV and music line-up, making Vodafone live! with 3G the ultimate destination to feed your passion for entertainment on the move.
"With the introduction of Hollyoaks, we're taking mobile TV to the next level - offering customers the opportunity to see a top-rating, international TV show exclusively on Vodafone live! with 3G."
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Press Contact:
Tracey Milham tracey@ing-media.com +44 20 7247 8334 / +44 7951 789 938
Seamus O'Keeffe seamus@ing-media.com +44 20 7247 8334 / +44 7763 414 447
Vicky Owens vowens@limepictures.com +44 151 737 4046
About Fonestarz Media Group Ltd
FoneStarz Media Group Ltd, is a market leader in the development and distribution of mobile media content for new generation colour and multimedia mobile handsets. Recognized as the most experienced content and service provider in the mobile download market, FoneStarz provides personalisation, entertainment and information multimedia content to mobile devices all over the world.
The UK-based company has a strong relationship with Vodafone globally, a contract with T-mobile International and manages image galleries and editorial services on 26 operators in 18 countries. It is through these global partnerships that FoneStarz enables mobile users worldwide to download video, ringtones, images, horoscopes and media alerts to their mobile phones. FoneStarz also manages the global mobile intellectual property and mobile rights of its high profile clients, including global soccer brand Manchester United and for Vodafone globally, McLaren.
About Vodafone
Vodafone Group Plc is a leading mobile communications company. Vodafone Group has mobile network ownership interests in 26 countries, and partner networks in a further 33 countries - leaving an unmatched network footprint. The company provides quality services to 3.52 million Australian customers and has more than 191 million proportionate customers worldwide
© Vodafone Pty Limited 2006: VODAFONE and the Vodafone logos are trade marks of the Vodafone Group. Other product and company names mentioned herein may be the trade marks of their respective owners.