MUMBAI: US broadcaster ABC has entered into an agreement with mobile content provider Proteus. The deal will allow viewers to personalise their mobile phones with premium content.
 Content on offer will be the action packed Alias the soaps One Life to Live, All My Children and General Hospital and the late night show Jimmy Kimmel Live.

ABC senior VP business development Bruce Gersh was quoted by media reports as saying, "We are very excited to offer our viewers the ability to customise their mobile phones with assets from their favourite ABC shows. The new suite of ABC mobile products that we are developing with Proteus will provide innovative ways to deliver show-related mobile content."The content offering initially includes ringtones, graphics and premium text messaging applications.
Viewers will be able to browse, preview and order content that goes directly to their mobile phone via a web based storefront promoted directly on ABC.com.

Moving forward, ABC and Proteus will work together to provide advanced downloadable content, including trivia games, chat applications and video clips.

The mobile content is presently available online at abc.com/mobile for the widest possible selection of devices across the leading U.S. mobile carriers, and will also be available for ordering via ABC's text messaging short code, 22288 (ABCTV), creating the potential for on-air, print and other promotional methods.

Proteus CEO Ken Krushel said, "Through our partnership, ABC is able to quickly deliver a broad range of content directly to fans of ABC shows, creating a new revenue opportunity and furthering audience loyalty. More and more consumers are downloading content using their mobile phones, and we are thrilled that ABC has partnered with Proteus on this ambitious and innovative mobile content initiative."