NEW YORK Online entertainment news destination TMZ has expanded into the wireless sector, joining a growing list of media companies taking a 360-degree approach via television, online and mobile channels.
TMZ (a joint venture between Warner Bros. Television Group’s Telepictures Productions and AOL) has partnered with Quattro Wireless to build an ad-supported mobile Web site.
The TMZ mobile site will offer the same features found on the main TMZ.com Web venue, including breaking celebrity news and real-time headlines. The free content will be available on-demand, 24/7.
“The content lends itself to this environment perfectly. And it’s consumable in bite-size pieces,” said Brett Bouttier, svp, digital at WBTG. TMZ was keen to launch a commercially supported mobile presence given the growing nature of the space, he added.
In terms of advertisers, the site launched with Sony Pictures Home Entertainment’s film Walk Hard: The Dewey Cox Story as presenting sponsor. (TMZ will also unveil an “on-deck” mobile Web site with AT&T, and a mobile widget is planned.)
“Advertisers have sent a clear message that they want to get in front of the consumer in a natural habitat,” he said. Advertisers can be viewed on the site via banners or links. “That’s the beauty — because of the depth of the functionality that we built,” he said.