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NBC Universal launches mobile storefront selling TV-themed content

March 1, 2010

NBC Universal taps PlayPhone to drive mobile content sales

NBC Universal taps PlayPhone to drive mobile content sales

NBC Universal Television Consumer Products Group has launched a mobile storefront that lets consumers buy content from their favorite NBC Universal television shows on their mobile phone.

Powered by branded mobile entertainment company PlayPhone Inc., NBC’s mobile store offers consumers an assortment of theme-song ringtones and wallpapers from their favorite NBC Universal TV shows, including 30 Rock, Battlestar Galactica, Heroes, Law & Order, The Office and other classic shows such as Magnum P.I., Knight Rider, Leave it to Beaver and Saved by the Bell.

“We are extremely excited to be working with NBC to take its world-class content into the pockets of mobile consumers everywhere,” said Dave Bell, senior vice president of business development and strategy at PlayPhone, San Jose, CA.

“Mobile phones are the most personal electronics devices in the world and allowing users to take the television shows that they care about and identify with so much and bring them wherever they go is an incredible opportunity,” he said.

NBC Universal provides entertainment programming to the domestic and international marketplaces.

NBC Universal Television, DVD, Music and Consumer Products Group manages all global ancillary television business endeavors for the NBC Universal Television Group, including third-party home entertainment distribution, consumer products, musical soundtracks, special markets projects and the NBC Universal Online Store.

The $30 billion deal between General Electric and Comcast Corp. to bring NBC Universal under the cable operator’s control could have a significant effect on mobile content and media (see story).

NBC Universal’s Telemundo Television Station Group, a producer of Hispanic content in the United States, has launched a group of iPhone applications for local Spanish-language TV stations (see story).

PlayPhone is a global mobile media company present in more than 25 countries throughout North America, Europe, Asia and Latin America that provides entertainment content to mobile consumers anytime, anywhere.

PlayPhone claims that it founded the direct-to-consumer mobile media distribution standard in 2003 and continues to establish new means for delivering wireless entertainment.

NBC Universal mobile content
NBC Universal is connecting its ecommerce site to mobile using SMS in the hopes of generating increased revenue from mobile content sales.

Consumers can text the unique keyword found underneath each piece of mobile content on the NBC Store Web site to the short code 33888 for nearly instant access to the branded mobile content.

Pricing varies depending on the content selected, and the noted one-time fee will appear on consumers’ monthly wireless statement.

The mobile store is located on the Web at

“We’re looking forward to building upon the launch of the mobile storefronts with some great promotions and campaigns both via NBCU and so keep on the lookout,” Mr. Bell said.

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Dan Butcher is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach him at

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