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Cellcast's Bid2win Voted Best Interactive Show At the Sixth Indian Telly Awards

13 February 2007

Cellcast Interactive India, a leading provider of interactive content for television, beat strong competition to win the Best Interactive Show Award for its highly popular Bid2win show at the prestigious Sixth Indian Telly Awards Technical Nite at the St Andrews Auditorium in Mumbai on February 6, 2007.

Bid2win is currently telecast on leading Indian channels including Sony and Zee Punjabi and delivers a compelling interactive format for a mass audience. The half-hour show enables viewers to purchase high-value aspirational items such as LCD TVs, iPods, home theatre systems, digital cameras and laptops, by submitting the lowest unique bid via premium-rate SMS and IVR.

The flagship product of Cellcast Interactive India, Bid2Win has generated over 20 million responses in the first six months of its launch.

Pankaj Thakar, CEO of Cellcast Interactive India said, "Bid2win has been the pioneer in participative content and premium rate mobile entertainment and we're delighted it has been declared the Best Interactive Show in India. This award is recognition of the popularity of the show as well as the world-class content that we showcase for our viewers."

Cellcast Interactive India is a subsidiary of London-based Cellcast plc, a leading international provider of participation television applications and interactive mobile content. Cellcast Interactive India's movie-and-celebrity-themed game show, Bollywood Dhamaal, received a hundred thousand responses on its first day on Sony's SET Max channel, while its recently launched SUMO.tv user-generated content (UGC) platform has quickly become India's number one UGC website, allowing easy viewing, sharing and management of video content.

Commenting on the award, Mahesh Ramachandra, Vice President of Cellcast plc, said, "Bid2Win is a proven success around the world, and this award is testament to the exceptional version produced by Cellcast Interactive India. With its exponential growth in mobile and internet technology, India is proving an excellent market for Cellcast's participation television formats and technology."

India's booming television industry had an estimated US$3.4 billion in revenue in 2005, according to PricewaterhouseCoopers. Television ownership continues to grow fast, with only about half of the country's households having a TV set (compared to about 96% in the UK and 98% in the US), while mobile phone penetration is growing at a rate of over 6 million a month.

The Indian Telly Awards, the first television industry awards ceremony in India and currently in its sixth year, recognises successful achievers amongst India's cable and satellite industries, including broadcasters, marketers, CEOs, producers, cable TV operators, artistes and technicians.

Bid2win was selected by a jury panel comprising eminent personalities from the film and entertainment industry including Ashmith Kunder, Dharam Gulati, Gitanjali Rao, Nitish Bharadwaj, Priya Singh Paul, Rakesh Sharma, Rakesh Sarang, Rathikant Basu, R D Tailang, Reena Wadhwa, Rekha Nigam, Sarita Tanwar, Vinod Ranganath, Yunus Bukhari.

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About Cellcast Interactive India Pvt Limited:

Based in Mumbai, Cellcast Interactive India is a pioneer in developing integrated participation content in the fast-growing Indian mobile and interactive TV market. The company uses traditional media for customer acquisition and new media to enable customers to pay-and-participate. Cellcast Interactive India is experiencing rapid revenue growth through continuing to address the entertainment demands of the country's 105 million TV households and 70 million mobile phone subscribers.

About Cellcast plc:

Cellcast plc (AIM: CLTV) 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, Miami, Hong Kong and Sao Paulo, Cellcast's applications and programming are distributed on the Sky Digital and Freeview platforms in the UK and broadcast partners include Canal+ in France; STB in Ukraine; Future TV, Dubai Television and Rotana TV in the Middle East; Sony and Sahara TV in India; TVS-3 in China; TV3 in Malaysia; and Rede TV and Banderantes in Brazil.

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