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Cellcast, Shenzhen phone in TV format

Co. will launch its 'Bid2Win' auction on TVS-3

TV company Cellcast is dipping its toe in the potentially lucrative China market with the launch of a joint venture with Shenzhen New Power Technology to develop and distribute interactive TV entertainment.

For its maiden outing in China, Cellcast will launch its “Bid2Win” auction format on TVS-3, one of the top entertainment channels in China’s richest province, Guangdong.

“Bid2Win” is also accessible via the Internet and China Mobile’s WAP portal, which Cellcast hopes will help it blossom in the world’s largest mobile phone market.

There are more than 377 million mobile phone subscribers in China, an average of 29 mobile phones per 100 people. China accounts for one-third of the world’s SMS messaging.

“Significant revenues from premium mobile content are being captured by Internet portals such as Sina Corp, Sohu and NetEase,” said John Cheng, CEO of Shenzhen New Power Technology. “However, the penetration of television in China is many times higher than that of the Internet, and TV stations are keen to share in the mobile entertainment market. Cellcast’s formats and applications are attracting the strong interest of major broadcasters in China.”

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