Ericsson Breaks Ground to Provide Multimedia Services for World-Class Television Format Creators Bringiton, Delivering to American Audiences

Ericsson Breaks Ground to Provide Multimedia Services for World-Class Television Format Creators Bringiton, Delivering to American Audiences

LOS ANGELES, Oct. 10 /PRNewswire/ -- Ericsson (NASDAQ:ERIC) today announced a contract with leading Swedish television format company Bringiton AB to provide its Internet Payment Exchange (IPX) service to the highly anticipated Play Us video gaming docu-drama. Play Us is a ten-part project profiling internationally popular female video gamers "Les Seules" as they take on the world with their gaming prowess.

Ericsson will provide Bringiton with SMS connections to US mobile operators for payment and interaction via the Ericsson IPX service. At present, content providers have access to 90 percent of US mobile subscribers through the service.

Play Us features Les Seules, the Scandinavian all-girl video gaming group and leaders in electronic sport (e-sport), and top online game Counter-Strike(TM), played by more than 100 million people worldwide. MTV Networks has described the format as "the future of youth-oriented programming."

Research shows that mobile phone users want services such as voting and chat via SMS and more interaction with TV programs. This opens up many integrated marketing opportunities for advertisers. With the Ericsson IPX solution, Play Us will feature such interactive multimedia services.

"E-sports is the fastest-growing entertainment business today," says Martin Gisselman, CEO of Bringiton. "Young people are technology savvy and demand interactivity so it is important to have content riding on a strong technical backbone. Ericsson's IPX solution is an excellent choice for broadcasters wishing to provide multimedia services."

Global distribution of the Play Us show will be handled by American based Reveille LLC. Emmy Award winning Producer and CEO of Reveille LLC, Ben Silverman, says: "Play Us successfully takes the world-wide gaming phenomenon and gives it a human face. This makes for great story telling that everyone can relate to."

Fredrik Ruben, head of IPX Sales, North America, Ericsson adds: "Bringiton is one of the best new-format developers and we are proud to provide SMS connections to them in, and beyond, the US market."

About Bringiton AB

Bringiton AB is a Swedish media company that focuses on creating television formats. Bringiton's media properties can be experienced not only through television but also through other media delivery channels (platforms) including mobile, radio, internet, gaming and print.

Read more at: www.bringiton.se

About Ericsson IPX

Ericsson is shaping the future of Mobile and Broadband Internet communications through its continuous technology leadership. Providing innovative solutions in more than 140 countries, Ericsson is helping to create the most powerful communication companies in the world.

Ericsson IPX is a non-branded, white-label service that comprises mobile billing and connectivity via SMS, MMS, web and WAP. The premium service, IPX Payment, is available to more than 650 million mobile subscribers in 21 countries, and new markets are being added continuously. With the non-premium service, IPX Messaging, content providers can deliver to and receive SMS messages from mobile subscribers worldwide.

Read more at: www.ericsson.com

About Reveille LLC

Launched in 2002 by Ben Silverman, Reveille's award winning programming includes: "The Office" (NBC); "The Biggest Loser" (NBC); "Blow Out" (Bravo); "Nashville Star" (USA); "30 Days" (FX); "Date My Mom" (MTV); "The Restaurant" (NBC); and "The Club" (Spike) just to name a few. Reveille maintains offices in Los Angeles and New York.

Source: Bringiton AB

CONTACT: Helena McShane, +0046733440049, Helena.mcshane@ogilvy.se, for
Bringiton AB

Web site: http://www.bringiton.se/
http://www.ericsson.com/

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