WWE Phones In Video

Grappling fans, get ready: Vince McMahon and World Wrestling Entertainment are coming to your cell phone.

Pinning down its first deal in the burgeoning mobile-video arena, WWE is now offering video clips, ring tones and other content via the AT&T Mobile platform. The multiyear pact, terms of which were not disclosed, represents the latest move by WWE to extend its distribution reach, which already covers a host of cable, broadband video, subscription video-on-demand and pay-per-view services.

“This is the perfect marriage between content and technology,” WWE executive vice president of global media Shane McMahon said. “We wanted to find a strong partner who is going to be there for long-term; not just on the cutting edge on new technology, but on the bleeding edge.”

For AT&T, which has a video-distribution deal with premium programmer HBO, the deal provides its subscribers access to a custom-built, mobile Internet WWE portal that will provide access to WWE's vast library of content, which the company believes will appeal to a significant portion of its subscriber base.

“We have a very high penetration of young, male viewers and, based on some of the other content that has worked for us, we feel that it'll be a perfect fit,” AT&T executive director of media innovations Jordan Berman said. “We see the WWE as another crown jewel in our exclusive content offering.”

WWE will make available to 61 million AT&T customers more than 100 video clips per month as part of AT&T Mobile's $19.95 monthly Cingular Video package. In addition, AT&T will offer a special $4.95-per-month WWE subscription package that will feature mobile-exclusive content, according to representatives from both companies.

WWE ring tones and voice tones will sell for $2.49 each, while graphics will retail for $1.99.

As part of a special launch promotion, the new AT&T and WWE will offer “WrestleMania's Magic Moments,” a special package of content featuring great matches from past editions of WrestleMania, the group's annual pay-per-view extravaganza. This will also generate awareness as part of the build-up to the WWE's April 1 WrestleMania 23 event, slated for Ford Field in Detroit.

R. Thomas Umstead

R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.