Hot off the MIPTV and E3 trade show circuit, Nelvana today announces the launch of a strategic mobile content initiative and the first in a series of distribution and representation deals.

“We’ve targeted mobile content as a promising growth strategy for Nelvana,” commented Doug Murphy, Executive VP of Business Development for Nelvana. “The mobile market is huge, with exponential growth expected in the coming years as G3 networks rollout worldwide for cell phones and mobile devices.”

As part of its strategy, Nelvana will source 50-second clips from its vast library of animated programming to offer alongside ringtones and personalization graphics. The company’s first two content deals with m-Qube, a leading mobile channel enabler for content providers, and TV for Mobile, cover the Canadian and European markets.

A mobile store, powered by Watertown, Massachusetts-based m-Qube, is part of a new wireless initiative for Nelvana and TreehouseTV. The mobile store will offer ringtones based on featured music from Babar, Franklin and other TV series. The storefront will feature an array of downloadable images for use as mobile phone wallpaper. This deal marks the first WAP push-enabled, web-enabled mobile store in Canada, allowing consumers to download content directly from TreehouseTV.com.  The mobile store will also have companion sites available on the Canadian Wireless carrier WAP decks.

“m-Qube’s full-service, WAP push Mobile Storefront solution provides Nelvana with a new retail channel to sell mobile products on treehousetv.com and on carrier WAP decks,” said Andy Miller, Senior VP of Business Development for m-Qube. “Nelvana is leading the way by offering viewers of its popular shows unique and engaging content to personalize their mobile phones.”

In other category news, Nelvana has signed TV for Mobile as a European licensing representative for Babar, Braceface and Beyblade in the mobile market. On Babar and Braceface, TV for Mobile is currently sourcing opportunities for ring tones and personalization graphics in Europe and mobile games on a pan-regional basis. The company is also looking into still and animated personalization graphics for Beyblade in Europe. 

“TV for Mobile has strong relationships with key European players, including mobile operators and mobile games publishers, and a deep understanding of the wireless market,” said Scott MacMillan, Senior Manager of Licensing for Nelvana Interactive. “This partnership will help us make a strong, branded entry into the European mobile market.”

“Mobile operators are looking for strong licenses to attract consumers, and cartoons are popular with kids, teens and adult nostalgics,” said Claire Leproust, TV for Mobile Founder and CEO. “Nelvana’s properties, which cover all key demographics, are just perfect!”

About Nelvana Limited Nelvana Limited is one of the world’s leading international producers and distributors of children’s programming and products. Its current stable of franchise properties includes Emmy Award®-winning and globally renowned brands such as Rolie Polie Olie, Babar, Franklin and Beyblade. Nelvana is owned by Corus Entertainment, a Canadian-based media and entertainment company. Corus is a market leader in both specialty TV and Radio. The company’s other interests include music, television broadcasting and advertising services. A publicly traded company, Corus is listed on the Toronto (CJR.NV.B) and New York (CJR) Exchanges. Corus’ websitecan be found at www.corusentertainment.com.

About m-Qube m-Qube, a leading mobile channel enabler, helps companies, develop, deliver, and bill for mobile content, messaging and applications. m-Qube’s end-to-end technology platform, carrier relationships and value-added services empowers consumer facing companies and their service providers to take advantage of wireless as a content delivery, marketing and communications channel. The company has more than two dozen strategic wireless partners including Verizon Wireless, Cingular Wireless, Sprint PCS, T-Mobile USA, Nextel Communications, ALLTEL, US Cellular, Boost Mobile, Cincinnati Bell Wireless, Rogers Wireless, Bell Mobility, Telus Mobility, NorthernTel, SaskTel and Aliant Mobility. Headquartered in Boston, m-Qube has offices in Los Angeles, New York, Seattle, and Toronto. For more information, visit www.m-Qube.com.

About TV for Mobile TV for Mobile is a French company specialized in mobile content rights distribution, as well as production and publishing of highly marketed and customized content whose common point is their successful exploitation on TV channels. TV for Mobile has also developed a specific expertise in video and mobile phones to take advantage of the GPRS and UMTS networks.