Target Market News

BET enters the wireless arena with service offering branded content

(December 8, 2005) BET has announced that it is entering into the filed of wireless data and applications with the launching of BET Mobile. The service is being offered in conjunction with its mobile solutions provider, Motricity, a Durham, North Carolina-based company that is one of the world's leading mobile content and solutions providers.

BET will extend its media franchise into the wireless sector by giving viewers direct access to tailored and BET-branded mobile content via their mobile phones and the Web. By texting 'BET' to BETTV (23888) viewers will be able to access the BET Mobile storefront. In addition, viewers will be able to access popular ring tones and other mobile content via short message service and text message codes displayed during music videos and other programs or by visiting BET.com. BET is among the first mobile services to integrate downloadable ring tones into music videos as they play. The vision is to start with ring tones and progress into other personalized entertainment such as full-track music and videos.

"BET viewers are sophisticated and heavy users of the latest mobile devices, services and content. For us to extend our programming and presence into the wireless market is the perfect next-stage evolution for the BET brand," said Debra Lee, BET President and CEO. "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."

The new offering will be promoted with in-show mentions on BET's most popular music video shows 106 & PARK, BET'S TOP 10 LIVE and RAP CITY. Dedicated advertising is also planned on both BET and BET.com. The BET Mobile offering will immediately be accessible by subscribers using Cingular/AT&T Wireless, Sprint and T-Mobile wireless services. In the first quarter of 2006, customers using Verizon and Alltel will be able to access BET's wireless content.

"For the past 25 years, BET has been a pioneer in programming and has created the most widely recognized consumer brand in the urban marketplace. BET continues to serve as a model in the delivery of quality content and creation of meaningful experiences for its audiences," said Ryan Wuerch, Chairman and Chief Executive Officer of Motricity. "While many media and broadcast companies are seeing advertising revenue from the promotion of ring tones and mobile content, visionary companies like BET are quickly realizing the potential for hundreds of millions of dollars in revenue and the magnitude of the consumer loyalty that can be achieved by launching an integrated mobile service."

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Wabash Ave. Suite 210 Chicago, IL 60604 t. 312-408-1881 f. 312-408-1867 info@targetmarketnews.com	BET enters the wireless arena with service offering branded content (December 8, 2005) BET has announced that it is entering into the filed of wireless data and applications with the launching of BET Mobile. The service is being offered in conjunction with its mobile solutions provider, Motricity, a Durham, North Carolina-based company that is one of the world's leading mobile content and solutions providers. BET will extend its media franchise into the wireless sector by giving viewers direct access to tailored and BET-branded mobile content via their mobile phones and the Web. By texting 'BET' to BETTV (23888) viewers will be able to access the BET Mobile storefront. In addition, viewers will be able to access popular ring tones and other mobile content via short message service and text message codes displayed during music videos and other programs or by visiting BET.com. BET is among the first mobile services to integrate downloadable ring tones into music videos as they play. The vision is to start with ring tones and progress into other personalized entertainment such as full-track music and videos. "BET viewers are sophisticated and heavy users of the latest mobile devices, services and content. For us to extend our programming and presence into the wireless market is the perfect next-stage evolution for the BET brand," said Debra Lee, BET President and CEO. "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." The new offering will be promoted with in-show mentions on BET's most popular music video shows 106 & PARK, BET'S TOP 10 LIVE and RAP CITY. Dedicated advertising is also planned on both BET and BET.com. The BET Mobile offering will immediately be accessible by subscribers using Cingular/AT&T Wireless, Sprint and T-Mobile wireless services. In the first quarter of 2006, customers using Verizon and Alltel will be able to access BET's wireless content. "For the past 25 years, BET has been a pioneer in programming and has created the most widely recognized consumer brand in the urban marketplace. BET continues to serve as a model in the delivery of quality content and creation of meaningful experiences for its audiences," said Ryan Wuerch, Chairman and Chief Executive Officer of Motricity. "While many media and broadcast companies are seeing advertising revenue from the promotion of ring tones and mobile content, visionary companies like BET are quickly realizing the potential for hundreds of millions of dollars in revenue and the magnitude of the consumer loyalty that can be achieved by launching an integrated mobile service." Go to Target Market News homepage	NEW! 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