MUMBAI: Asian mobile media services firm i-Pop will kick off the inauguration of action adventure network AXN Asia‘s mobile interactive WAP site wap.axn-asia.com.

The mobile launch is in conjunction with the debut of AXN‘s biggest original production in Asia - The Amazing Race Asia between 9-14 November. The series will be broadcast across Asia through AXN‘s four programming feeds.

i-Pop has been appointed to develop and manage an interactive, user-friendly mobile Wap site that will further bridge AXN‘s on-air offerings with its viewers. The mobile platform will immerse viewers through value-added interactivity of their award-winning series and original productions, allowing them to have a seamless, well-rounded, enriching entertainment experience that complements their TV viewing.

i-Ppop says that it will play a key role in facilitating the network‘s tri-media approach of on-air, online and mobile platforms in promoting the key properties of AXN. The SMS entry mechanism enables content downloads and on-air contests to be accessed via the ease of a mobile phone. The aim is to optimise viewer participation and create greater synergies in the branding prowess of AXN as well as its advertisers, through integrated campaigns that will enhance viewer experience.
Jointly working with telecommunication and cable operators in the various regions - Starhub (Singapore), Astro (Malaysia), Smart (Philippines) and other major operators in Hong Kong, i-Pop spearheaded the Phase One launch of AXN Mobile that will allow viewers to download funky ringtones and wallpapers at AXN mobile storefront.

Fans of the The Amazing Race Asia can also subscribe to a video streaming service for interviews and clips from the latest episodes. Viewers can also expect MMS content, mobile gaming and other services to be made available in more countries in the coming months.

iPop executive VP Colin Miles says, "i-Pop has had four years of front line experience working strategically with the topmost media brands in Asia to effectively enable mobile integration across all their key touch points. We are delighted to support AXN‘s suitably adventurous approach, grasping the challenge and setting a strong direction to utilise mobile in a truly connected way for their viewers across the region. i-Pop is proud to be able to work with this leading network in delivering dynamic rich media content to its mobile viewers".

Mobile phone content, such as music, gaming and video, is forecast to reach $43 billion in sales worldwide by 2010, according to a report by research firm iSuppli Corp. Media organisations are now seeing the significant value and a new source of revenue in applying mobile media services to their brand output and viewer relationships. Even the most casual viewer cannot fail to see SMS interactions and mobile contest being widely propagated across both terrestrial TV stations and cable networks.

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