MUMBAI: Cingular and HBO have launched mini-episodes of the Entourage series available only to Cingular Video customers who subscribe to HBO Mobile. In an industry first, the Entourage made-for-mobile episodes are true extensions of the program fans enjoy on HBO. They are written by the same writers and producers, and have the same characters and actors.

"Our relationship with HBO is all about learning how to take successful programs from television and bring them to the mobile phone. We‘re excited to launch these episodes as an important first step in the creation of true broadcast quality entertainment for the mobile phone. Along with the highlights we provide from the TV broadcast each week, these episodes give Entourage fans a rich experience they can get nowhere else," said Cingular Wireless vice president marketing John Burbank.

The premise of the made-for-mobile Entourage story is: Johnny Drama makes a "cellivision" show. Customers can view a series of short vignettes based on this premise as they continue to enjoy the adventures of the friends from Queens on the Hollywood road to fame and fortune. "The episodes are short and funny -- just the kind of entertainment mobile customers want," said Burbank.

In another first, Cingular Video subscribers can also enjoy full-length episodes from the first season of Entourage, plus episodes from Sex And The City, Curb Your Enthusiasm, and Dane Cook‘s Tourgasm. These episodes have been segmented into chapters so Cingular subscribers can relive their favourite moments and share them with their friends. Cingular Video uses the power of 3G phones as well as Cingular‘s new high- speed 3G wireless broadband network, which is currently available in 18 major markets encompassing 54 communities. The company expects service to be available in most major markets by the end of the year. To access Cingular Video, consumers need to purchase a 3G phone and sign up for the Media Net Unlimited package, which includes Cingular Video. Premium content, such as HBO, is optional and customers are charged an additional subscription fee for access.

Some HBO Mobile content on Cingular Video is for mature audiences only. Cingular‘s recently launched Parental Controls feature provides content and purchase blockers on phones so parents can restrict access to content that may be inappropriate for younger viewers.