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Cartoon Network Channel Goes Mobile in Italy

Well its not like talking on visaphones as they did in the Hanna-Barbera cartoon THE JETSONS, Cartoon Network, the broadcaster of many HB favorites has gone futuristic, launching the CN channel on three-inch UTMS videophones in Italy.

Turner Broadcasting System Inc. signed its first mobile TV agreement with mobile operator "3" Italy to distribute Cartoon Network to the operator's videophone subscribers, enabling users to watch a daily block of CN programming on their videophones.

"This agreement once again confirms how the value of the Cartoon Network brand and its characters are fully integrated into contemporary culture," said Mitch Lazar, vp wireless & emerging technology for Turner Broadcasting System Intl. Our cartoons are able to reach targets of every age in different ways: from TV to consumer products, from PC to telephony and to all new communication means.

"Cartoon Network is dedicated to bringing the best animated entertainment to its audience, and as wireless technologies evolve, it is the next logical step to provide our channel direct to mobile users in this way," he continued.

Through the new service with "3", Italian fans will be the first in the world able to enjoy Cartoon Network through their videophones. Courtesy of third-generation mobile technology, known as UMTS, a daily block of Cartoon Network will be broadcast live and then replayed throughout the day. 3's subscribers will be able to enjoy episodes of THE POWERPUFF GIRLS, DEXTER'S LABORATORY, ED, EDD N EDDY - and many other Cartoon Network shows - wherever they are - whenever they want. Viewers will pay .90 Euro cents for every five minutes of viewing.

This the first deal for Cartoon Network to distribute portions of its TV channel. The company is in discussions with additional operators worldwide for similar services. Turner currently distributes its CNN 24-hour news channel to mobile phone users in Austria, The Netherlands, Finland, Sweden and Australia.

Cartoon Network Mobile is Turner Broadcasting System's service for mobile devices. Launched in 2001, the service offers content based on its shows and characters. The content includes java games, ringtones and wallpapers compatible with WAP and i-mode devices as well as SMS. Cartoon Network's java games have been developed by Macrospace Ltd. Cartoon Network Mobile is available in over 30 countries to more than 50 operators.

Cartoon Network, the 24-hour, seven day a week, all-animation channel is available in 17 languages across 21 separate feeds in 145 countries in 170 million homes worldwide. Cartoon Network is operated by Turner Broadcasting System, Inc., a Time Warner Co.

Turner Broadcasting System (TBS) Europe Ltd. broadcasts Cartoon Network, TCM, and CNN International to over 50 countries in Europe, Africa and the Middle East.