Automotive Mobile Audio Video

NEW YORK & ALISO VIEJO, Calif. -- PRIMEDIA Inc. (NYSE: PRM), the country's leading targeted media company, and Amp'd Mobile, the first fully integrated 3G youth-oriented mobile entertainment company, today announced an agreement to create exclusive content for 3G mobile devices using nine of PRIMEDIA's action sports and automotive enthusiast titles. The offering will allow Amp'd Mobile users access to video games, video clips, and more, anytime, anywhere, through the carrier's 3G-optimized mobile phones.

Amp'd Mobile will provide customers access to live video feeds, unique ring tones, photographs and compelling editorial content from PRIMEDIA's leading action sports brands, including Snowboarder, Surfer, Skateboarder, Bike, Surfing, Powder, Climbing as well as Import Tuner, a leading title in PRIMEDIA's International Automotive Group. In addition, Amp'd will offer access to PRIMEDIA's recently launched WaveWatch site, a free, real-time, Web-based surf camera and surf condition forecasting network.

"Bringing our content to life through innovative applications of new technology is central to our strategy of extending our brands to serve our readers' interests in an on-demand world," said Don Meek, president of PRIMEDIA's Action Sports Group.

"Working with PRIMEDIA to bring exclusive anytime, anywhere content from the world's best enthusiast brands will help make Amp'd Mobile the must-have wireless service," said Peter Adderton, CEO and founder, Amp'd Mobile. "These brands are a perfect fit for our active customer target. Being able to deliver exclusive video clips, live feeds and forecasts from the leading surfers, snowboarders, skateboarders and car enthusiasts will show how far 3G and wireless content has come."

Amp'd will also deliver branded mobile video games for each PRIMEDIA title on an exclusive basis, beginning with Snowboarder and Import Tuner. Amp'd Mobile is working alongside the editors and gaming developers to create "Snowboarder 3D featuring Travis Rice" and "Asphalt: Import Tuner Edition." The games, scheduled for launch later this year, will provide users a "console-like" gaming experience and incorporate the expertise of the titles' editors, the renowned enthusiasts in their respective markets.

Snowboarder 3D featuring Travis Rice provides users with the ultimate snowboard experience in mobile, by combining cutting-edge graphics and lifelike snowboarding action and tricks from Travis Rice, an Amp'd team rider, as well as five other professional snowboarders.

Asphalt: Import Tuner Edition showcases the hottest 3D racing action complete with road blocks, police and helicopter chases. The game uses several dream cars, tricked out with the latest parts and innovations from the pages of Import Tuner.

These first two games will utilize Amp'd Mobile's deployment of BREW 3.1, a tool that enables video clip integration within games, as well as on-the-fly download of new game levels and assets, such as cars, gear and characters. Amp'd Mobile will leverage 3G EV-DO (Evolution-Data Optimized) offering broadband wireless network as well as traditional wireless phone services. A fresh user interface and fully customizable experience is designed specifically for the 18- to 35-year-old target gaming audience.

The full line-up of exclusive games, videos and other offerings will be announced later this year.

About PRIMEDIA Enterprises

PRIMEDIA Enterprises is the worldwide brand licensing division for PRIMEDIA's 250 publications, having established brand extension programs for titles such as Motor Trend, Hot Rod, Lowrider, Super Street, Import Tuner, In-Fisherman, and Creating Keepsakes. PRIMEDIA Enterprises extends the company's brands into consumer product categories such as apparel, accessories, toys, interactive games, automotive accessories and equipment, books, and calendars, as well as service licensing and promotions. Internationally, PRIMEDIA's content and brands are licensed in more than a dozen countries around the world.

About PRIMEDIA

PRIMEDIA (PRM) is the leading targeted media company in the United States. With 2004 revenue of $1.3 billion, our properties comprise more than 200 brands that connect buyers and sellers in more markets than any other media company through our print publications, Web sites, events, newsletters and video programs in four business segments: Enthusiast Media, Consumer Guides, Business Information, and Education. PRIMEDIA Enthusiast Media includes more than 120 consumer magazines, with well-known brands such as Motor Trend, Automobile, Creating Keepsakes, In-Fisherman, Power & Motoryacht, Hot Rod, Snowboarder, Stereophile and Surfer. PRIMEDIA Consumer Guides is the #1 publisher and distributor of free consumer guides, with Apartment Guide, Auto Guide and New Home Guide. PRIMEDIA Business Information has more than 60 publications in 18 market sectors. PRIMEDIA Education includes Channel One and other educational products.

# posted by Medical Information : 2:58 AM