BET Goes Wireless with Motricity

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Black Entertainment Television and Motricity Inc. will launch wireless service “BET Mobile.”

The network said BET Mobile will include ring tones, graphics, games, alerts and “social-networking features.”

BET said it will promote BET Mobile with in-show mentions on music-video shows 106 & Park, BET's Top 10 Live and Rap City, as well as dedicated advertising on the network and BET.com (www.bet.com).

BET Mobile will initially be accessible by Cingular/AT&T Wireless, Sprint Corp. and T-Mobile USA Inc. wireless subscribers, and Verizon Wireless and Alltel Corp. customers will be added in the first quarter of 2006.

“BET viewers are sophisticated and heavy users of the latest mobile devices, services and content,” CEO Debra Lee said in a prepared statement. “For us to extend our programming and presence into the wireless market is the perfect next-stage evolution for the BET brand. BET made history in 1980 as the first television network of its kind. Now we are ready to make mobile-phone history in partnership with Motricity for content specially geared toward our audience.”

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