Amp’d Mobile Introduces Extensive Programming Experience

For college football fans, Amp’d announces its College Football Season
Pass featuring live college football games simulcast in their entirety
with select games from CSTV’s game package, as well as
previews, re-caps and school-specific programming throughout the 2006
season. The new service debuted Saturday, September 9th highlighted by
Colorado State’s nail-biter over Colorado in the Rocky Mountain
Showdown at Invesco Field and continues throughout the college football
season with top match-ups such as the Red Raiders of Texas Tech vs. TCU
and Notre Dame vs. Air Force.
The six new contents include live game college football season pass, 27 linear channel Amp’d tv lineup, Procter & Gamble first commercial deployment of ad-supported video content, AMP’d original presentations,AMP’d mobile music EP series & live studio sessions, and Amp’d mobile college football season pass. They were the first to
regularly broadcast sporting events in their entirety live to mobile
phones with its UFC, MotoGP, World Supercross G / AMA Supercross
Series, Body Glove Surfbout, and Pro Bull Riding events.

Amp’d Mobile announces 17 new channels to Amp’d TV, its industry-leading linear mobile television service programmed
specifically for 18 to 35 year old audiences. Amp’d TV and Amp’d
Overdose, Amp’d Mobile’s Video On-Demand service, together feature over
75 channels and 300+ top network shows targeting the demographic.
Headlining the new additions, Oxygen and Style join WE to provide a
broad array of programming targeted specifically to women. FUEL and
Speed networks make their debut, further expanding the sports lineup on
Amp’d. “We’ve assembled a broad array of core 18 to 35
programming offered only on Amp’d TV and it’s our goal to continue
launching unique linear services and industry firsts such as our live
sports and original programming packages,” said Seth Cummings, SVP,
Content Development & Programming, Amp’d Mobile. “We’re committed
to continue working with forward-thinking broadcasters and innovative
content providers to develop pioneering mobile-specific programming for
our digital savvy customers.”
With data ARPU (Average Revenue Per User) sustaining at over four
times the industry average and growing, Amp’d introduces another
industry first with the commercial deployment of highly targeted video
advertising within its Overdose VOD and Amp’d TV offerings. This
advertising was initially deployed within its Amp’d Original
Programming on-demand programs and A&E, Biography, The History
Channel, Best of Amp’d, Break TV and College Football Season Pass
linear channels. In cooperation with Rhythm NewMedia, a leading
advertising innovator, Procter & Gamble’s Herbal Essences will
offer mobile-specific advertising to Amp’d Mobile subscribers. The
deployment will expand throughout the Amp’d content offering in 2007
and enable Amp’d customers to receive unique and attractive pricing
offers and discounts. “It’s important to offer advertising
that is meaningful to our audience in a non-invasive way,” said
Cummings. “Amp’d will offer leading advertisers, such as Procter &
Gamble, an opportunity to target a highly concentrated 18-35 target
audience who frequent the multiple tier-one networks and programming on
our leading 3G network. Also, part of our advertising deployment is the
introduction of NBC to Amp’d TV. Our new NBC Fall Preview Channel
offers unique and highly entertaining vignettes of their fall 2006 line

Since the MVNO
launched last December, Amp’d has rolled out several Amp’d Original
Presentations, including Swing Shift, The Z List, Hot Dish, and Venice
Beach. On September 1st, 2006, Amp’d debuted the first episode of Lil
Bush: Resident of the United States. Lil Bush was created by “The
Simpsons,” “Just Shoot Me” and “Late Night with David Letterman”
producer/writer Donick Cary. The series follows the adventures of Lil’
Bush, Lil’ Cheney, Lil’ Condi, and Lil’ Rummy. They have been described
as the Lil’ Rascals with access to the A-Bomb. New episodes of Lil’
Bush debut every Friday only on Amp’d. Amp’d will also debut several
additional new original presentations before the end of the year.
Amp’d Mobile also announces another industry first the Amp’d
Mobile EP Series which packages and features never-released music
tracks and video footage from a wide variety of artists from major and
independent record labels. The Amp’d Mobile EPs consist of bundled
content including live full length tracks, ringtones, interviews and
wallpaper, all recorded live from the Amp’d in-house production studio.
“The Amp’d Mobile EP Series takes our mobile music content
offerings to a whole new level by combining an integrated shopping
experience with live, unique content from a wide range of artists that
appeal to our customer base,” said Larry Mattera, SVP of Music, Amp’d
Mobile. “With live recordings captured directly from the Amp’d Mobile
Recording & Production Studio, our Mobile EP Series enables users
to have a deeper experience with a broader selection of mobile content
from the artists they love.” Amp’d is also launching Mobile
Music Packs which enable users to buy original recordings of full
tracks, ringtones and videos in discounted bundled packages. A 2-pack
bundle will contain a ringtone and a full-length track of the same
recording and a 3-pack will include a full-length track, ringtone and a
video of the same recording, available for purchase on their mobile
handset in one integrated shopping experience.

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