VITA.L Regulatory News (VITA)

24 Oct 2005 07:00

Cellcast plc24 October 2005 Press Release 24 October 2005 Cellcast plc ("Cellcast" or "the Group") Cellcast launches participation TV in South America Cellcast plc (AIM: CLTV), a global interactive digital broadcaster, has launchedits South American roll-out with a showcase interactive TV game show on Telefe,Argentina's largest terrestrial broadcaster. This is the first step in theCompany's regional strategy which includes the Hispanic markets of CentralAmerica and the United States. 'Sonambulos' (Insomnia) is a live entertainment show with which home viewersdirectly participate by sending SMS text messages from their mobile phones, orby calling an interactive voice-response (IVR) service. Broadcast six days aweek, the three-hour late night show is a lively mix of sketches, celebrityguests, quizzes, games and valuable prizes based on a proprietary formatdeveloped by Cellcast. Since its launch last month, over two million viewerresponses have been generated, demonstrating the strength of the programmeformat. With an audience of over 30 million, Telefe is the largest Hispanic broadcasterin South America, while Argentina is a major hub for TV production and one ofthe fastest growing markets for digital entertainment in the region. Cellcast's entry into the Latin America market follows its success inestablishing eight participation TV channels in the UK market on the Sky Digitalplatform, and generating millions of dollars in incremental revenue for itsinternational broadcast partners which include Canal + in France; Future TV,LBC, MBC, Dubai Television and Rotana in the Middle East; and Zee TV and Star TVin India. Andrew Wilson, CEO of Cellcast, said: "With a common language, similar timezones and shared culture, the Hispanic market offers a significant opportunityfor Cellcast. Our extensive portfolio of formats and services, which coverseverything from game shows to talk shows to dating formats, is attracting stronginterest from broadcasters across the region. The convergence of television andmobile entertainment is generating significant new revenue opportunities intoday's challenging multichannel television environment." Carlos Banfi, chief executive of Cellcast's Argentina operations, said: "'Sonambulos' is a ratings and direct response success story, and has immediately become the number one rated show nationally in its timeslot. The winning combination of entertainment and compelling viewer participation has generated over two million viewer responses since the launch last month. The success of 'Somnabulos' has provided Cellcast with a powerful proof of concept and a regional showcase for its technology and formats." Latin America is emerging as one of the world's largest integrated markets formobile content, according to Tierra Innovation Inc., the mobile telecomsconsultancy specialising in the Americas. Worth up to US$1.3 billion by 2007,and with subscribers growing at 15-20% annually in the key markets in theregion, Latin America represents a high value opportunity for mobileentertainment and participation TV. A new generation of young Latin Americanconsumers are embracing the new entertainment possibilities offered by mobiletechnologies, using the latest handsets, networks, and applications to turnpassive TV viewing into an active experience, providing broadcasters with new 24/7 revenue opportunities. Over the next six months, Cellcast will launch further participation TV showsand other interactive services in Argentina, and will accelerate its roll-out inseveral other Latin American countries, capitalising on the strong response bybroadcasters to its innovative and proven new business model. Commenting on the international demand for participation TV programming, AndrewWilson said: "Insomnia is one of several Cellcast interactive formats thatattracted strong interest at MIPCOM 2005, the international television marketheld last week in Cannes, where the new TV opportunities offered by mobile andbroadband took centre stage." - Ends - For further information:Cellcast plcAndrew Wilson, CEO Tel: +44 (0) 20 7190 0300andrew@cellcast.tv www.cellcast.com Daniel Stewart & Company PlcMarc Young, Corporate Finance Tel: +44 (0) 20 7776 6550marc.young@danielstewart.co.uk www.danielstewart.co.uk Media enquiries:AbchurchHenry Harrison-Topham / Tania Wild Tel: +44 (0) 20 7398 7700henry.ht@abchurch-group.com www.abchurch-group.com Notes to Editors: Cellcast plc is a leading international provider of participation televisionapplications and interactive mobile content in the fast-growing multi-platformdigital entertainment sector. Headquartered in London, with associatedoperations in Paris, Beirut, Mumbai, Hong Kong and Buenos Aires, Cellcast'sapplications and programming are distributed on the Sky Digital platform in theUK and broadcast partners include Canal+ in France; Future TV, LBC, MBC, DubaiTelevision and Rotana in the Middle East; and Zee TV and Star TV in India. Cellcast plc joined AIM on 21 September 2005. This information is provided by RNS The company news service from the London Stock Exchange