Mobile Service Amps Up with TV Content

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Mobile-virtual-network operator Amp’d Mobile Inc. was true to its name Thursday, announcing an entertainment-content package featuring a slew of high-energy TV programmers and indie providers.

Amp’d -- an MVNO that offers service piggybacking on Verizon Wireless’ broadband “Evolution Data Optimized (EV-DO)” network -- formally launched last week. Targeting young adults 18-35, Amp’d has said from the start that it will focus on content as a way to differentiate its service from other wireless players.

The package announced Thursday fits that bill, with content from a wide swathe of TV programmers and Internet outlets, including ABC; NBC Universal (Access Hollywood and The Tonight Show with Jay Leno), Adult Swim, Blender, Break.com (www.break.com), CBS, Country Music Television, Collegehumor.com (www.collegehumor.com), Comedy Central (including an exclusive Chappelle's Show season-three video clip), E! Entertainment Television, FHM, Ford Models, Maxim, MTV: Music Television, Playboy, Spike TV, Stuff, The Kid from Brooklyn, The WB Television Network, Warner Bros. Studios, UPN and VH1.

Sorted by individual program channels, the content will be featured on the “Amp’d Live” deck. Rather than replaying show clips, Amp’d will take what it calls a "DVD extra" approach, with channels for each program featuring previews, bloopers, cast interviews, uncensored and extended footage and other behind-the-scenes features. Amp’d will also offer wallpapers, ring tones, voice tones and screen savers.

Beginning later this quarter, Amp'd will start offering full episodes, with files transferred from subscribers’ PCs to their handsets. Once the full program is downloaded to the handset, subscribers will be able to access the extra footage related to that program via an over-the-air download directly to the handset.

"With top shows from all major TV and cable networks, plus unique exclusives on popular niche TV, fashion, magazine, movie, news and Internet content that appeal most to our demographic, Amp'd entertainment content will be unparalleled in the industry," Amp’d senior vice president of content and Internet services Seth Cummings said.

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