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Endemol launches cell comicstrip

World Brief

Endemol will launch “DJ Tess” on Monday, with Argentina’s first comicstrip played out over cell phones to use MMS picture messaging.

Free to subscribers of Telecom Personal, the nation’s leading cellular carrier, the four-month comic follows a DJ in Ibiza, Spain. A five-screen episode with text will be beamed to subs on weekdays. Viewers can choose different story twists to follow.

“DJ Tess,” which ran in Spain two years ago as a paid service, is co-produced by Argentinian mobile entertainment developer By Cycle.

Comicstrip is the latest content for cell phones as subs surge in Argentina, up 70% to 13.5 million in 2004 from 2003. Cell phones now outnumber fixed-line phones by 70%.

Producers are using games and other cell-phone content as spinoffs from soaps. Last year, terrestrial broadcaster Artear-Canal 13 (Grupo Clarin) introduced the first live TV feed to handsets.

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