O2 and Buongiorno Launch the First Football Show Exclusively for Mobile TV

O2 and Buongiorno Launch the First Football Show Exclusively for Mobile TV

LONDON, December 14/PRNewswire/ --

- Two Market Leaders Join Forces to Launch the First Interactive
Talk-Show for Mobile TV

O2 and Buongiorno team up to launch Soccer Addicts, the
world's first mobile sports talk show, as an exclusive for O2's 2.5G and 3G
customers in the UK. The new interactive audio-video format has been created
by Buongiorno to exploit the audio and video capabilities of mobile
technology. Soccer Addicts creates a forum for fans, celebrities, and sports
stars to interact in the same show, developing an audio-video mobile
community of football fans.

The four minute weekly show incorporates studio footage,
location interviews and, most importantly, video, picture, and text
contributions from football fans. Following a TV approach, Soccer Addicts
will run in a series format, with Series 1 being hosted by Neil (Razor)
Ruddock. Neil is well known as a player for a number of Premiership teams,
and his recent time on the show 'I'm a Celebrity get me out of here'.

Users can interact about recent matches, players' performances
and club expectations by sending in video clips of their comments and
opinions. Fans have the chance to see their clips sitting alongside video
comments from their sporting idols and TV presenters.

A number of related mobile services will also be made
available in Soccer Addicts: alerts, wallpapers, ringtones, club chants, and
video footage. These are part of Buongiorno's high quality, comprehensive
catalogue comprising over 250,000 services and licensed items of content.

The mobile TV market, now in its first phase, is forecasted to
grow exponentially, and profits for 2011 are estimated at Euro 6.8
billion[1].

James Parton, Head of Music, TV & Video Products at O2,
comments: "Soccer Addicts is a unique content service in terms of the breadth
of audience participation and innovation. We are pleased to partner with
Buongiorno to offer our customers a truly innovative mobile experience that
drives mobile content in new and exciting directions"

"We are truly excited about this latest initiative with O2 to
launch such an innovative product. Soccer Addicts is an interesting
challenge, as it is the first example of a new generation of audio/video
products created for mobiles. It is created to guarantee entertainment and,
at the same time, fulfil the desire to fans to participate be in the
limelight of football," said Luca Pagano, Vice President of Buongiorno UK.
"Furthermore, the agreement strengthens our long-time partnership with
Europe's leading mobile operator for VAS, following the positive results
reached with other initiatives like O2 Extras."

The first Soccer Addicts show will be going live on 19th
December, 2005. It is available to download or stream to mobile phones for
the entire week, with a new show going live every following Monday.

The new interactive audio-video format has been developed and
produced by Buongiorno Media Unit, the Group's division dedicated to creating
innovative multimedia format and global media properties. The technology
supporting this format has been developed as a proprietary solution
integrated to Buongiorno technology platform B!3A, making it adaptable to
the needs of operators, and versatile enough to add new features and support
new mobile formats.

The creation of interactive multimedia formats is part of
Buongiorno's content distribution strategy, aimed at offering high quality
services and content globally, both directly and in partnership with the
leading operators.

www.buongiorno.com

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[1] Source: www.key4biz.it

Source: Buongiorno Vitaminic SpA

Additional information about Buongiorno Vitaminic SpA are available on
the website www.buongiorno.com and www.blinko.com or by contacting: Monica Montefusco, PR Manager & Global PR Coordinator, Tel. +39-02-5821351, Email: monica.montefusco@buongiorno.com. For O2 please contact, Helen Parker, +44-(0)1753-565430, +44-(0)7739-088243, Helen.Parker@o2.com

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