TMZ Goes Wireless Via an Ad-Supported, Cross-Carrier Mobile Web Site, With AT&T As the Inaugural On-Deck Mobile Partner
TMZ – the number one entertainment news destination on the Internet – is expanding into the mobile space as TMZ goes wireless via an advertiser-supported, cross-carrier, stand-alone mobile web site that will put the most popular aspects of http://www.TMZ.com (including rich content such as video) on mobile devices nationwide. TMZ has teamed with Quattro Wireless to build and power a mobile web site – or WAP (Wireless Application Protocol) site – that debuts today, March 27. The site launches with Sony Pictures Home Entertainment’s (SPHE) “Walk Hard” as presenting sponsor. TMZ will also be launching an on-deck mobile web site with AT&T as the inaugural on-deck mobile partner in Q2 2008.
The announcement was made today by Bruce Rosenblum, President, Warner Bros. Television Group, and Brett Bouttier, Senior Vice President, Digital, Warner Bros. Television Group (WBTVG). TMZ.com is a joint venture between WBTVG’s Telepictures Productions and AOL.
“The mobile platform is a natural fit for TMZ, and this deal further extends the reach of this game-changing brand. There is an insatiable consumer appetite for the breaking entertainment news that TMZ is famous for delivering, so having a presence on mobile plays perfectly into the behavior of TMZ’s core 18–34 demo,” said Bouttier. “TMZ is now officially a three-screen brand; this is key to building on our success and provides great value to our advertiser partners.”
The TMZ mobile web site will bring all of the hallmark features of http://www.TMZ.com – including breaking celebrity news, real-time news headlines and instant access to developing stories – to the mobile web and make them available to users around-the-clock, on-demand, for free. Designed to take full advantage of mobile’s real-time and multimedia platforms, the TMZ mobile web site will allow fans to sign up for free (ad-supported) TMZ breaking news alerts powered by Quattro that will arrive via text message, browse recent news headlines and updated photo galleries, participate in mobile polls, watch dozens of videos and check out advance previews of stories that will air in the daily “TMZ” television program. The TMZ mobile site will also be promoted on http://www.TMZ.com and other partner sites. Additionally, http://www.TMZ.com will be rolling out a site-wide send to mobile widget.
Users can access the TMZ’s mobile website by simply typing http://www.TMZ.com into their web-enabled mobile phone or by texting TMZ to (52662) to get the link sent to their phone.
The TMZ mobile site will be free to users and fully supported by advertising, with ad inventory being sold and served in a 50/50 split by Platform-A’s Third Screen Media, a company in AOL’s advertising network, and Quattro Wireless. SPHE will serve as the presenting sponsor for the launch of the site to promote the April 8 two-disc unrated DVD and Blu-ray High Def release of the Judd Apatow-produced comedy “Walk Hard: The Dewey Cox Story,” starring John C. Reilly. The TMZ mobile site will feature an exclusive clip from the DVD.
With the launch of the mobile web site, developed for TMZ by Quattro Wireless – an industry leader in bringing content creators, advertisers and wireless operators together to cultivate opportunities in the mobile web space – consumers can now take TMZ with them wherever they go. The most-trafficked entertainment news site in the U.S. – with close to 11 million unique visitors each month, according to comScore/Media Metrix – http://www.TMZ.com will now offer mobile phone users the best of its content anytime and anywhere, as it breaks, for free. TMZ will be accessible to all mobile customers with a web-enabled phone, including Apple’s iPhone.
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