BET, the nation's leading provider of quality entertainment, music, news and public affairs television programming for the African-American audience, announced that their fans will be able to engage while "on the go" in the upcoming BET Awards to be held Tuesday, June 27, 2006. Using Motricity's mobile technologies, members of BET's new "BET Awards Mobile Fan Club" will be pushed breaking news from the 2006 BET Awards direct to their mobile devices before the information is made available to the general public. Members of the free BET Awards Mobile Fan Club will get "red carpet, paparazzi-style" snapshots and breaking news from those artist who are participating in the club sent directly to their mobile device before, during and after the awards ceremonies. Such artists are: Chris Brown, TI, Rihanna, Letoya, Yung Joc and Cherish.
"Our fans can virtually be there, be part of the whole BET Awards and LA experience through the eyes of their favorite artists. BET Awards Mobile Fan Club members will get real-time shout-outs from LA as well as exclusive pictures either taken by or of the celebrities they love" said Debra Lee, Chairman and CEO of BET. "It enables our community to feel the excitement, spontaneity and buzz around such a prominent event while they connect with the BET brand in a very meaningful way."
In addition to exclusively powering the BET Awards Mobile Fan Club, Motricity is also working with BET to enable fans to vote with their mobile device for the "Viewers' Choice Award." Busta Rhymes, Chris Brown, Keyshia Cole, Mariah Carey, Ne-Yo and T.I. are the nominees for this award.
"BET is truly leveraging the power of the mobile device - offering multiple ways for viewers to participate in real-time programming," said Ryan Wuerch, chairman and CEO of Motricity. "They understand they are a uniquely positioned entertainment company with rich business opportunities because of tremendous overlaps between their viewer demographic and the profile of the largest consumers of mobile technologies." Wuerch noted that during a keynote address at CTIA in April, Debra Lee, along with hip hop recording group D4L, shared the company's strategy to mix music, video, and wireless.
The BET Awards activity follows a number of BET "firsts" in the mobile technology market. In May, BET became the first cable network to introduce a new song by ringtone via multiple wireless providers before the availability of the full CD with the launch of Omarion's first single, "Entourage." The ringtone was released seven days before it was made available to the general public and before the single was released to radio.
In December of 2005, BET was the first to embed mobile marketing into artists' videos and signaled its most extensive branded product launch since the BET.com Web site in 2000. BET expanded into wireless data and applications with the introduction of "BET Mobile" which includes popular ringtones, graphics, games and alerts. BET Mobile infrastructure is powered by Motricity's award winning Fuel(TM) Platform. BET Mobile was just honored for its unique mobile marketing initiatives when it was named a Promax/TV Week Campaign of Distinction Award Winner which is annually presented to 10 organizations and individual team for outstanding marketing campaigns. Other winners include ABC's "Grey's Anatomy"; CBS's "The Unit"; and FOX "House".
BET Networks, a subsidiary of Viacom, Inc. (NYSE: VIA and VIA.B), is the nation's leading provider of quality entertainment, music, news and public affairs television programming for the African-American audience. The primary BET channel reaches more than 81 million households according to Nielsen media research, and can be seen in the United States, Canada and the Caribbean. BET is the dominant African-American consumer brand with a diverse group of business extensions: BET.com, the Number 1 Internet portal for African Americans; BET Digital Networks - BET J, BET Gospel and BET Hip Hop, attractive alternatives for cutting-edge entertainment tastes; BET Event Productions, a full-scale event management and production company; BET Home Entertainment, a collection of BET-branded offerings for the home environment including DVDs and video-on-demand; and BET Mobile, a service venture into the lucrative world of ringtones, games and video content for wireless devices.
About Motricity, Inc.
As a global leader in Mobile Marketplace Management, Motricity provides technology and solutions that enable consumers to receive the right mobile content at the right time, every time. Motricity's Fuel mobile content delivery platform received the 2006 GSM Association Award for "Best Service Delivery Platform" and was also named "2005 Premium Mobile Content Platform of the Year" by Frost & Sullivan. Motricity is a leader in powering mobile communities and by offering such technologies and services that unify the mobile content ecosystem, Motricity creates compelling user experiences and delivers profitable mobile content offerings for partners such as BET, Cingular, Verizon Wireless, China Unicom, O2, Amazon.com, Palm and a network of consumer Web sites, including eReader.com, PalmGear.com and PocketGear.com. Motricity is headquartered in Research Triangle Park, N.C., and has offices in Beijing, London, Munich and San Diego. For more information, visit www.motricity.com.
Fan Club: To sign up for free BET Awards Mobile Fan Club, text Awards to 23888. Viewer's choice Award: For information on voting for Viewer's Choice Award, visit www.BET.com.