Bellrock serving tennis to cel phone users

Game will be positioned as a fresh way to brand the Tennis Channel

Tennis as a blood-sport videogame is coming to a cell phone near you, thanks to a deal engineered by Bellrock Media, a technology company, and the Tennis Channel.

Called “Turbo Tennis,” the game will be positioned as a fresh way to brand the Tennis Channel, combining slapstick game content with marketing across various platforms.

Under Lynn Forbes, VP of Web and new media for Tennis Channel, the network has relaunched its Web site, pumping it full of broadband-video programming and interactive voting on questions like who is the sexiest female tennis player.

Tennis Channel refers to “Turbo Tennis” as “a comical spin on traditional tennis,” where game players try to handicap their rivals by wrapping them in a video ball and chain or creating dark clouds and lightning in the middle of an outdoor match.

“Turbo Tennis,” which is available for download on major carriers for $5.99, is getting a promotional boost through TV spots, Web banners and newsletter emails that reach 80,000 subscribers.

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