A proven innovator in Interactive Media

Cellcast News

Cellcast Launches New 3D Interactive TV show in Malaysia

26 July 2007

"CelebMania" airs on Malaysia's largest terrestrial broadcaster, TV3

LONDON, 26 July 2007 - Cellcast South East Asia Limited has successfully launched its latest interactive TV series, CelebMania. Following the successful run of Insomnia, an interactive TV series broadcast earlier this year, the first CelebMania show aired on TV3, the largest of Malaysia's terrestrial networks, on 25 July 2007.

Cellcast South East Asia Limited ("Cellcast SE Asia") is a joint-venture between AIM-listed UK-based Cellcast plc and MESDAQ-listed mTouche Technology Berhad.

CelebMania uses a real-time three dimensional (3D) rendered virtual reality set, featuring high tech graphics, and blends popular entertainment with interactive quizzes that are highly captivating and competitive. The producers believe CelebMania is the first-ever interactive TV show to use this 3D technology in the South East Asia region.

Mahesh Ramachandra, VP International and Product Development for Cellcast plc, said "Entertainment choices are evolving throughout the region with the rapid consumer take-up of new technology. Mobile phone and internet penetration in South East Asia continues to soar, and as a consequence, the demand for high-quality multi-platform content and services is very strong. Cellcast SE Asia is well-positioned to cater to this need, by providing leading-edge television-driven entertainment products that tap into the behaviour and lifestyle of today's youth."

CelebMania is a late-night television show where viewers are able to participate in brain-teasers and quizzes, while being entertained with high-energy comedy sketches, musical acts and celebrity gossip.

CelebMania, hosted by local celebrity Sharifah Shahirah, and popular comedian Din Beramboi, is the second interactive TV show to broadcast over TV3 using Cellcast's Interactive Television ("iTV") format and solutions, leveraging the mTouche™ Intelligent Short Messaging Platform, mTouche™ Interactive TV Platform for Premium Short Messaging Services ("SMS") and Premium Interactive Voice Recognition ("IVR") services.

Andrew Wilson, Chief Executive Officer of Cellcast plc, said "I am confident that CelebMania will build on the success of Insomnia. Our ability to produce highly rated TV shows is a consequence of our having a world class production team with more than 10 years of experience in this field. Cellcast is proud to be leading the local broadcast industry in developing innovative, interactive content."

Interactive TV has proven highly popular with audiences across Malaysia, Indonesia and Thailand, and this trend is expected to continue as audiences increasingly expect to participate in TV programming. The format is revolutionizing TV in the region, with its high mobile phone penetration, advanced telecommunications infrastructure, vibrant media environment, and an audience eager to participate - especially the young ‘thumb generation'. Cellcast SE Asia expects to announce further new deals in the coming weeks.

For further information:

Notes to Editors:

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 Paolo, Cellcast's applications and programming are distributed on the Sky Digital and Freeview platforms in the UK and broadcast partners include Canal+ in France; Future TV, Dubai Television and Rotana TV in the Middle East; Zee TV, STAR TV and Sahara TV in India; TVS-3 in China; TV3 in Malaysia; and Rede TV, TV Gazetta and TV Banderantes in Brazil.
 
Cellcast plc joined the AIM market of the London Stock Exchange in 2005.

mTouche Technology Berhad

mTouche Technology Berhad is involved in the provision of mobile short messaging technologies such as mTouche Intelligent Short Messaging Platform and mTouche Content Provisioning Platform. It is a forerunner and leader with expertise in mobile messaging technologies and interactive media applications (which includes television, radio and press) in South-East Asia with operations in Malaysia, Singapore, Indonesia, Thailand, Australia, Hong Kong, Vietnam, India and China.