Sony Ericsson and Nokia use HD TV to lure youth

Nokia and Sony Ericsson are going head-to-head with the launch of new high-definition mobile TV shows, in a bid to be seen as entertainment brands.

Nokia will use its new tagline “Come Get Entertained” as the basis for a new deal with music station b@TV. The station will be pre-loaded on the

Nokia X6 16GB handset, which is released on 24 February and will be the first to be marketed under the new brand strapline.

b@TV has worked with Nokia to create a bespoke application to allow X6 handset owners live streaming from their website, home to clubbers, festival goers and the best DJs, events and venues in the world.

Ray Smith, co-founder of b@TV commented: “In less than a year we have built a brilliant community for those who love their music and love to party.  We have done this by delivering the very best music into the home and now onto the phone – whilst building a social network for our fans to make this all about having fun and sharing the moment.  We are pleased that our first commercial agreement is with Nokia as this is all about bringing our artists’ music and our venues’ events to an ever larger audience.   Forget i-tunes, this is an interactive HD experience on the go.”

John Nichols, Head of Trade & Customer Marketing at Nokia added:  “We continue to explore new innovative ways to bring the best mobile experiences to our consumers. With Ovi applications powering the delivery of content direct to Nokia handsets, users have instant access to their passions and interests on the move.

“The b@TV application is no exception, taking a wealth of great content and distributing it through pioneering flash technology. It also combines intuitive social media tools that allow people to explore and share their love for music with others. The Nokia X6 and Phones4U were the perfect launch platform for the app, which is sure to influence the listening habits of dance music fans.”

Meanwhile, Sony Ericsson is launching a second series of Pocket TV. The show’s launch on 13 April will complement the release of the Vivaz handset, backed by an integrated campaign, created by Iris.

Richard Dorman, senior marketing manager for Sony Ericsson UK and Ireland, says the show is the “jewel in our crown for engaging with 18 to 25-year-olds”.

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