Proteus, FOX Offer Exclusive Content in Pan-Latin America Deal

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Proteus and Fox Latin American Channels launch “MyFox,” Mobile Content Suite throughout Latin America.

Proteus, Inc., a leading developer and publisher of mobile entertainment applications, today announced that it has significantly expanded distribution into the Latin American wireless market with a broad and exclusive partnership with Fox Latin American Channels.

As a part of the deal, Proteus and Fox have launched “MyFox,” a new cell phone programming service representing Fox’s top assets available for mobile phones. Properties include premium content from Fox, Sci Fox and the animated block No Molestar, in addition to National Geographic and Speed Channel, and Fox’s newest channels, FX and Fox Life, which bring together the best content, respectively, for men and women.

MyFox content is initially available through America Movil’s Telcel in Mexico and Telecom Personal in Argentina. This distribution deal expands Proteus' global distribution to one of the world's largest wireless carriers. Specifically, América Móvil holds around 77% of Mexico’s mobile market share through its subsidiary Telcel. In addition, carrier deals have been struck in Colombia, Ecuador, Venezuela, Chile, and Brazil.

Latin America held 10.3% of the global mobile market in early 2005. Mobile subscribers jumped from 21 million in 1998 to 176 million in 2004, turning one in three Latin Americans into a cell phone user. In terms of GSM subscribers, Latin America was the fastest growing region in the world in 2004, soaring by 151%.

MyFox initially offers personalized text messaging services and games, exclusive ringtones, mobile wallpapers, on-air polling, and animated clips and mobisodes for a broad range of properties. MyFox will be promoted on-air and online throughout all Fox Latin American Channels.

“The Latin American mobile market represents a sizable opportunity for Proteus,” said Jeff Lee, President of Proteus. “We are proud to be powering MyFox, which we believe may be the most ambitious and well-conceived initiative yet from a television network, anywhere in the world.”

“Fox Latin America Channels was looking for and found in Proteus a partner that not only had a history of innovation, but who shared our passion for and commitment to creating the best user experience,” said Emiliano Saccone, Senior VP Marketing, Content and Creative Services of Fox Latin America Channels. “Proteus has greatly advanced our efforts by quickly providing a robust platform in several international markets to enable us to launch our mobile business.”

About Proteus

Proteus is a leading developer and publisher of mobile entertainment applications, including games, ringtones, wallpapers, messaging and video. Proteus publishes original titles and licensed products based on major entertainment and consumer brands, including FOX Sports, ABC Television, Granada Media, HBO, and Discovery Communications. Proteus offers direct connectivity to all major mobile operators in the U.S. and Latin America, reaching more than 200 million mobile subscribers across platforms including SMS, MMS, Java and BREW. Founded in 1996, the company is based in Washington D.C. and has offices in Los Angeles, New York, San Francisco, and Buenos Aires. Visit for more information.

About Fox Latin American Channels

Fox Latin America Channels operates or represents cable channels in Latin America under the following brands: Fox, FX, Fox Life, Fox Sports, Fox News, National Geographic Channel, Universal Channel, and SPEED Channel. Leaders in entertainment, its channels reach more than 22 million households. Its sales force –Fox One-Stop Media- represents owned and third-party channels in several markets. Fox Latin America Channels is owned by The News Corporation Limited (NYSE: NWS, NWS.A).


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Jay Ku