Hollyoaks in Oz

IN what is believed to be a world first, St Ives-based mobile content specialist FoneStarz Media is set to launch Channel 4 s Hollyoaks exclusively into the Australian market on Vodafone live! with 3G. If the move proves successful, the cult production w

IN what is believed to be a world first, St Ives-based mobile content specialist FoneStarz Media is set to launch Channel 4's Hollyoaks exclusively into the Australian market on Vodafone live! with 3G.

If the move proves successful, the cult production would become the first TV programme to migrate from mobile to a traditional TV platform.

Hollyoaks is watched by over three million viewers five nights a week in the UK. Now more than a quarter of a million Vodafone customers across Australia will be able to tune in to the long-running UK soap first on their Vodafone live! with 3G mobile. Piloting the show on Vodafone live! with 3G is an innovative way of engaging with the show's target audience of young adults and introducing the Hollyoaks brand to Australia, the company said last week.

Every week two 22-minute episodes of Lime Pictures' cult drama are being re-edited for mobile and will run on a streaming loop, available as part of the Vodafone live! music and e-entertainment mobile TV pack.


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The mobile TV episodes will be complemented by wallpapers, animations, ringtones and a range of made-for-mobile video messages featuring cast members.

Dave Moreau, chief executive officer, FoneStarz said: "We're confident that the show will build a strong following in Australia, which will assist Lime Pictures in approaching the traditional TV platform.

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