Brazilian mobile operators Telemig Celular and Amazonia Celular have launched a new mass-reach, mobile media service powered by Celltick LiveScreen Media. The service, called Se Liga, will turn subscribers' mobile screens into an interactive personal billboard to promote content, mobile services and brands in order to drive additional ARPU. Celltick has been appointed to manage the service. Se Liga will broadcast teaser messages across the idle-screen of the mobile phone. The subscriber just clicks once to reach the option menu which leads to a variety of related content, offering the users an enhanced mobile experience where they can easily discover fresh content. Available content includes current affairs and business news, lifestyle articles, sports results, ring tones and games. Advertising messages will also be included in the programming mix. The platform provides an excellent opportunity for brands to reach a mass audience on a personal scale by combining cell broadcast technology with relevant subscriber information. Among the first to advertise on the platform are Fiat and Unimed who display advertising on the idle-screen and will place banner ads in proximity to content appearing in the platform's WAP landing page. Under the Managed Service agreement, Celltick will be managing all aspects of the Se Liga platform, including editorial content, programming and advertising. In the first phase, Se Liga will go live to 100,000 subscribers. allows content providers and advertisers to broadcast targeted content and marketing messages to millions of mobile idle screens, turning them into a network of interactive billboards, creating a strong revenue stream for operators.
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