NBCU Partners To Create Distribution Network For Its Mobile Web Sites

Mobile Users Will Get Access To More Than 60 WAP Sites

By Linda Moss -- Multichannel News, 3/31/2008 5:43:00 AM MT

NBC Universal struck deals with Verizon Wireless, AT&T and Research In Motion to carry the programmer’s ad-supported mobile Web sites, expanding the media giant’s Web presence to mobile, officials said Monday.

A similar mobile-Web partnership with Alltel Wireless was announced last July.

Mobile phone users will experience direct access to NBCU content with the more than 60 WAP sites for brands that include NBC, NBC Sports, USA Network, Sci Fi Channel, Bravo, CNBC, MSNBC, Universal Pictures and Astrology.com.

NBCU's mobile Web sites will be prominently placed on Verizon Wireless, AT&T, Alltel Wireless and the BlackBerry application sites, distributed directly on the carriers' respective menus and accessed via genre-specific folders.

NBCU's partnership with the top wireless-service providers in the country, as well as the leading smart-phone manufacturers, will drive traffic to its ad-supported mobile Web sites.

JumpTap, a leading mobile search and advertising provider, will be NBCU's ad network, delivering and representing advertising inventory for a number of NBCU sites. The sites will be highlighted and promoted each week based on timely events, programs and news coverage.

In addition, TV and Web platforms will market and promote additional ad-supported mobile opportunities related to NBCU properties, including a growing offering of interactive SMS voting opportunities, fan clubs and alerts from key areas such as entertainment, news, local media and sports.

And, NBCU will offer "Send to Mobile,” the direct integration of its mobile Web sites and interactive SMS campaigns with NBCU's Web sites, Web widgets, and on-air promotions to help support and grow traffic. Mobile Web sites include cast blogs, photos, episode guides, downloadable ring tones and wallpapers, as well as video.

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