Showtime rings mobile deal

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Showtime Network is venturing into the mobile arena.

The premium cable channel has struck a deal with wireless technology firm Mobile Streams that will make video clips and wallpaper available via a wireless application protocolportal at wap.sho.com. WAP enables all sorts of mobile devices to access Showtime content.

The new offering is timed to coincide with a multimedia marketing push behind the premium channel's new series "Dexter." Elements of the promotional campaign will direct mobile users to send a text message to Showtime that will send them information about the series. Other participating Showtime properties include "Weeds," "The Underground," "Sleeper Cell," "The L Word" and "Showtime Championship Boxing."

"Mobile has become an increasingly important component of our overall program promotion and marketing campaigns," said Robert Hayes, senior vp and general manager of digital media at Showtime. "It offers us an excellent subscriber acquisition and program sampling opportunity on the expanding mobile platform."
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