Networks' Mobile Efforts:; Optus-Dance Australia


NBC: has announced its roster of mobile sites, boasting nearly forty WAP and three mobile video channels which include full episodes and short form video clips. New WAP sites include sites for Saturday Night Live, Last Call with Carson Daly, Lipstick Jungle and American Gladiators, while Heroes has a trivia and Create Your Own Hero game platform. NBC said that in Q4 it delivered over 500,000 mobile video-on-demand streams and saw 1.6 million page views on its WAP sites.

So You Think You Can Dance Australia: Australian telco Optus has signed a comprehensive deal with Network Ten for mobile, online and broadcast sponsorship of So You Think You Can Dance Australia. The mobile content seems pretty complete — video content including backstage dance, best and worst auditions, weekly dancer diaries and weekly best performance clips; editorials such as weekly news, profiles and trivia; wallpapers and music tones and tracks related to performance clips on the show. The subscriptions are even reasonably priced — unlimited video for $2 per week or non-video content for $1 (US$0.89) a week. However, the music is priced at $5.50 (US$4.89) per tone and $3 (US$2.67) per full track…I just can’t see a justification for those kinds of prices. (release)

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