Increased exposure for Private

Chris Forrester

Adult video supplier Private Media Group has signed a new deal with Twistbox Entertainment to distribute Private’s content on mobile phones.

The fresh agreement expands that already in place between Private and Twistbox (Twistbox is a subsidiary of Mandalay Media). The end result is that Private’s adult material will be available to 51 markets through 91 mobile operators “with terms that will improve revenue generation through increased exposure and premier positioning”.

Twistbox Entertainment is one of the world’s leading platforms for the distribution of mobile content and services with direct agreements on carriers across Europe, Asia and the Americas, says a joint statement. “Twistbox manages more than 350 WAP sites, 70 mobile TV channels and 300 games focused on delivering high quality mobile lifestyle and late night entertainment. Its platform includes tools to expand distribution and discovery including age verification, category specific search and advertising services and an affiliate network that delivers over 500 million advertising impressions monthly. With Private Media Group as a leading brand, Twistbox has focused on its adult lifestyle portfolio emphasizing relationships with a select group of partners to guarantee improved programming, achieve more effective marketing and drive customer conversions.”

Tim Clausen, VP/Sales at Private Media Group, stated: "We look forward to increasing our mobile revenue through the new penetration levels we will achieve on Twistbox’s vast distribution network. Not only will Private attain a greater presence in existing territories but it will also tap new markets where we previously had no content distribution. We are excited to consolidate the relationship with Twistbox and to actively explore new strategic opportunities such as games and social networking, both in on and off-portal environments."

Ian Aaron, CEO of Twistbox Entertainment, said: “We have been working with Private for several years building distribution in key markets. In a very crowded space, Private content has risen to the top as being by far one of the best converting brands. Over the past year we have found that leveraging our strong positioning and carrier class commitment to service with Private’s strong brand equity has been a winning formula. We look forward to our new and expanded relationship that will take a more committed and strategic approach to driving maximum profitability for Private, Twistbox and our Operator partners.”

Mobile operator portals are the suggested point of entry to the internet for mobile consumers. Portals such a Vodafone’s Live!, Telefónica’s Emoción or T-Mobile’s T-Zones are specially adapted for viewing on cellphones. Juniper Research estimates that total revenue from adult mobile content is set to rise from $2.2 billion in 2008 to $4.9 billion by 2013, representing substantial growth in a regulation constrained market. In terms of regional revenues, Western Europe will remain the largest source of revenues throughout the forecast period, although its share will fall from 42% in 2008 to 32% in 2013, due to strong growth in North America (2% of revenues in 2008; 11% in 2013) and Africa & Middle East (1% in 2008; 5% in 2013). Growth will be accelerated by improved network speeds, better handsets and more sophisticated age verification systems.