Cellcast plc - SUMO.tv deals

RNS Number:7635L
Cellcast plc
15 January 2008

SUMO.tv Secures Major Distribution Deals
On Orange Networks in France, Israel

Mobile is key to SUMO's multiplatform strategy

Cellcast plc is pleased to make the following announcement
regarding its wholly-owned subsidiary SUMO.tv

Highlights

•SUMO.tv has entered into new mobile distribution agreements for the
Orange networks in France and Israel

•Agreements secured through Mobibase and Tapuz Mobile

•Discussions progressing on mobile distribution agreements in other
markets including Australia, Malaysia and South Africa

•Mobile distribution a lynchpin of SUMO.tv's multiplatform strategy

Cellcast plc (AIM: CLTV), the global interactive digital broadcaster, today
announced that its subsidiary, SUMO.tv, the UK's leading video sharing
community, has extended its overseas network by signing important new mobile
distribution agreements with Mobibase in France and Tapuz Mobile in Israel on
the Orange networks in those countries. Orange is one of the world's leading
telecommunications operators with more than 100 million customers on five
continents.

The mobile distribution agreement with Mobibase in France means that SUMO.tv is
now part of the One TV bouquet of Mobile channels on the Orange Gallery. Orange
has over 3.5 million high-speed users (3G, 3G+ and EDGE) and the agreement with
Mobibase is a significant opportunity for SUMO.tv to grow its community of
European users.

In Israel, SUMO.tv will be available via the Orange Network portal through an
exclusive agreement for mobile distribution with Tapuz Mobile. Since its
establishment in 2001, TAPUZ MOBILE has gained vast experience in development,
deployment, production and adaptation of mobile content specific for 3G, GSM,
CDMA and TDMA cellular networks.

Discussions are progressing on further mobile distribution deals in a number of
markets including Australia, Malaysia and South Africa, where SUMO.tv
participated in a three-month DVB-H Mobile TV trial in partnership with MTN.

SUMO.tv is the world's first media network to seamlessly integrate
user-generated content (UGC) into television programming, internet and mobile
services, using its proprietary technical services architecture.

Commenting on the agreements, Andrew Wilson, CEO of SUMO.tv, said: ""Mobile is
one of the lynchpins of our multiplatform strategy. We want people to be able to
consume and share Sumo content anytime, anywhere, and the short-form nature of
that content makes it highly suitable for mobile distribution, meeting both
consumers' expectations and behaviour. Mobile access enables the SUMO community
to submit 'breaking' content anytime, from anywhere. And with mobile as the
'third screen' in today's consumer world, our mobile distribution strategy
extends the opportunity for people to participate in our live TV output in real
time."

James Brown, Group Creative and Editorial Director of SUMO.tv, added: "Our
content and multiplatform strategy continues to build an international community
of users. These new distribution deals include 24/7 mobile TV channels in both
France and Israel, with video-on-demand for streamed minisodes of 3 to 5
minutes, and downloadable video "snacks" of about 90 seconds, available in
France. The business models are operator dependent revenue sharing agreements
with the distributors, and based on a monthly fee for unlimited access or on a
pay per view basis."

SUMO.tv's mobile content offering is a fast-paced compilation of the most
popular, strangest and funniest user-generated videos circulating on the
Internet. These viral videos have been carefully selected and edited so that
they are not language-dependent, have broad appeal to mass audiences, and are
optimised for display on mobile devices. Over the next few months, SUMO.tv will
also begin production and distribution of thematic and niche interest mobile
channels to appeal different audiences.

Video services are becoming one of the key drivers of mobile entertainment
revenues. David Sidebottom, Consultant, of research firm Understanding &
Solutions forecasts that between 2006 and 2010 mobile television and VOD
revenues will have increased by 550 percent to US$13 billion. Of that, mobile TV
revenues are expected to exceed mobile VOD by a margin of nearly four to one,
generating revenues of approximately US$10.4 billion and US$2.6 billion
respectively.

SUMO.tv is accessible online at www.sumo.tv and in the UK distributes its own TV
channel, SKY channel 144. Its global Alexa web ranking, at 3,702, now
considerably exceeds that of national UK broadcasters ITV (ranked at 6,263) and
Five (19,078).

- Ends -
For further information:

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

Media enquiries:
Threadneedle Communications Tel: +44 (0) 20 7936 9605
Graham Herring / Josh Royston

Taylor Herring PR
Debra Johnson Tel: +44 (0) 20 8206 5151
debra.johnson@taylorherring.com www.taylorherring.com

HB Corporate
Edward Hutton / Rachel Kane Tel: +44 (0) 20 7510 8600

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, Hong Kong and Sao Paolo,
Cellcast's applications and programming are distributed on the Sky Digital and
Freeview platforms in the UK, and the company is partnered with broadcasters and
telecom networks in Europe, the Middle East, India, South-East Asia, China, and
South America. Cellcast plc joined the AIM market of the London Stock Exchange
in 2005.

This information is provided by RNS
The company news service from the London Stock Exchange

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