Cellcast plc

Cellcast plc

May 30, 2006 02:29 ET

Cellcast plc: Successful Launch of Bid2Win in India Opens Market for Premium Mobile Services Linked to Participation TV

LONDON, UNITED KINGDOM--(CCNMatthews - May 30, 2006) - Cellcast Interactive India Pvt. Ltd., a subsidiary of Cellcast plc (AIM:CLTV), a global interactive digital broadcaster, today announced that its new interactive reverse auction TV show, Bid2Win, collected over a million bids in its opening week. The show was launched in India on 7 May 2006 and is broadcast every evening simultaneously across four of India's leading cable channels: Sony, SaharaOne, Zoom and Zee Punjabi.

Bid2Win enables viewers to take an active role in a dynamic real-time auction using their mobile phone as the 'backchannel'. High-value items such as LCD TVs, iPods, home theatre systems, digital cameras, camcorders and laptops, can be bought for a nominal amount by submitting the lowest unique bid via SMS and IVR.

"It's a compelling interactive format for a mass audience," said Pankaj Thakar, CEO of Cellcast Interactive India. "In a reverse auction, instead of prices going up and up and out of reach, prices stay so low that everyone can participate with confidence. We are extremely proud of our strong production values and high energy anchors."

Bid2Win is an evolution of a highly successful format pioneered by Cellcast. Reverse auctions first gained popularity on the Internet. Cellcast developed the concept as a live SMS-driven interactive television show with Star TV in India in the autumn of 2004. The resulting show received over 6.7 million bids, becoming the world's largest interactive reverse auction. Cellcast's popular format has subsequently been launched in many markets across the Middle East and in China.

Andrew Wilson, CEO of Cellcast plc, said of the successful launch in India: "Until now, the market for live interactive programming, which has been so successful in other parts of the world, has been constrained in India by extremely low tariffs. With Bid2Win, Cellcast has shown that subscribers are willing to pay for premium mobile services, particularly if they have a strong TV tie-in. With the world's fastest growing mobile subscriber base and a vibrant multi-platform television industry, India is now ready for the full range of interactive products that Cellcast has proven in other markets."

Capitalising on its success in India, Cellcast plans to roll-out Bid2Win to other Indian television networks across the globe over the next three months. "Broadcasters can now expand their content offerings to the Indian diaspora beyond the current staple of movies, drama and music, and enjoy new revenue streams at the same time," added Andrew Wilson.

Pankaj Thakar is now looking to the future. "We have an exciting range of new products and shows which we expect to launch in India over the next six months. These include Golden Goal, a virtual soccer show to be aired during World Cup; a new virtual cricket show Beat Them All; an interactive astrology show, Interactive Astro;, an exciting game similar to Tambola, Go Bingo; the numbers quiz Qeno; a celebrity-based quiz show, The Challenge; an interactive shopping show, Shop-o-holic; an interactive show based on Bollywood, Bollywood Dhamaka; and Insomnia, the interactive gameshow enjoying international success."

For further information:

Cellcast plc
Andrew Wilson, CEO Tel: +44 (0) 20 7190 0300
andrew@cellcast.tv www.cellcast.tv

Cellcast Interactive India Pvt Ltd
Pankaj Thakar, CEO Tel: +91 22 5661 0480

Daniel Stewart & Company Plc
Marc Young, Corporate Finance Tel: +44 (0) 20 7776 6550
marc.young@danielstewart.co.uk www.danielstewart.co.uk

Media enquiries:

Henry Harrison-Topham Tel: +44 (0) 20 7398 7700
henry.ht@abchurch-group.com www.abchurch-group.com

Notes to Editors:

Cellcast plc

Cellcast plc is a leading international provider of participation television applications and interactive mobile content in the fast-growing multi-platform digital entertainment sector. Headquartered in London, with associated operations in Paris, Beirut, Mumbai, Hong Kong and Buenos Aires, Cellcast's applications and programming are distributed on the Sky Digital platform in the UK and broadcast partners include Canal+ in France; STB in Ukraine; Future TV, Dubai Television and Rotana TV in the Middle East; Zee TV and Star TV in India; TVS-3 in China; Telefe in Argentina; and TeleAmazonas in Ecuador.

Cellcast's revenues streams are independent of both advertising and subscription fees. With a network of revenue sharing agreements with telecommunications carriers and aggregators across five continents, Cellcast receives a share of the call revenue every time a consumer uses a mobile or fixed-line phone to participate in its interactive entertainment, revenue which is retained or shared with its broadcast partners. Cellcast's programme formats and proprietary Interactive Platform (CIP) also facilitate delivery of content to mobile phones, the internet and broadband-delivered IPTV. This enables viewers to continue participating in a programme away from the TV, generating 24/7 revenue opportunities. In May 2006, Cellcast announced the launch of a range of new interactive entertainment services on Freeview's digital terrestrial television (DTT) platform in the UK which included a breakthrough in interactive TV technology.

Cellcast plc joined the AIM market (AIM) of the London Stock Exchange on 21 September 2005.

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