Cellcast News

Appt of SUMO.tv Director

24 October 2007

Cellcast plc appoints James Brown as Group Creative and Editorial Director of SUMO.tv

Revenues at SUMO.tv have doubled since May 2007

Cellcast plc is pleased to make the following announcement with regards to its wholly-owned subsidiary SUMO.tv

Highlights

• Cellcast plc appoints Loaded magazine founder James Brown as Group Creative and Editorial Director of its wholly-owned subsidiary SUMO.tv
  
• Acclaimed media entrepreneur will help build SUMO brand in both the UK and abroad
  
• SUMO.tv reports Q3 revenues of £124,000, representing annualised revenue of £500,000, growing 10% a month - reinforcing the effectiveness of SUMO's multiple income stream strategy
  
• SUMO.tv achieves 25% growth in web traffic in Q3 to overtake web rankings of UK broadcasters Five, ITV and Channel 4 - over 4 million unique users visit the site each month
  
• Significant content deals announced with Bluefish Media, Zeal Entertainment and Liberation Entertainment
  
• New international IPTV and mobile deals concluded and in development
  
• Finalist at the Mobile & Internet TV Awards at MIPCOM in Cannes
  

Cellcast plc (AIM: CLTV), the global interactive digital broadcaster, announces today that James Brown has been contracted through his media consultancy Black Ops to the position of Group Creative and Editorial Director of SUMO.tv. In his new position, Mr Brown's key responsibilities include brand development and building the editorial and marketing teams.

SUMO.tv is the world's first media network to seamlessly integrate user-generated content (UGC) into television programming, internet and mobile services, using its proprietary technical services architecture.

James Brown is the internationally acclaimed founder of Loaded magazine launched in 1994, which revolutionised the men's magazine sector. He was subsequently recruited by Conde Nast to turn around the fortunes of GQ, before launching his own company, 'I Feel Good', publisher of Viz, Jack, Bizarre, Fortean Times and the official Leeds United FC fanzine. He sold the group for £6.4m in 2003.

James Brown writes regularly for The Sunday Times, London Evening Standard and Mail on Sunday, and frequently appears on television and radio as a cultural commentator. The recipient of numerous awards, James has been voted Editor of the Year by both the Periodical Publishers Association and the British Society of Magazine Editors.

James Brown said: "I am thrilled to be joining an outstanding team. I look forward to building on the current success of SUMO.tv and accelerating its international growth through the development and acquisition of compelling content. With consumers increasingly dividing their time between proliferating media sources, there are significant rewards for companies with effective multi-platform digital entertainment strategies and I am confident that we can continue to build SUMO as an exceptional integrated presence on television, online and via mobile services."

Commenting on the appointment, Andrew Wilson, CEO of Cellcast, said: "We are delighted to welcome James, who brings a strong track record of building new media titles and a deep understanding of our target audience, both in the UK and worldwide".

SUMO.tv is also pleased to announce that revenue has more than doubled since May and is currently growing at a rate of 10% a month. Unaudited management accounts for the third quarter of 2007 show revenues of over £124,000, representing an annualised revenue of £500,000.

Cellcast CEO, Andrew Wilson, said: "This clearly demonstrates the increasing traction of SUMO's strategy embracing multiple revenue streams and the substantial incremental revenue opportunities achieved through cycling content across integrated but diverse media platforms."

There was a 25% increase in online traffic in the third quarter, with over 4 million unique users visiting the website each month. Its Alexa web ranking now exceeds that of national UK broadcasters Five, ITV and Channel 4, and users have created over 3,000 alternative online channels to show their content to a worldwide audience. The opportunity to appear on the MySUMO TV show is building not only a UK community but also attracting content submissions from a fast-growing international audience, including viewers in Japan, Australia, Brazil and Chile.

Following successful presentations earlier this month at MIPCOM in Cannes, at which SUMO.tv was among the finalists at the Mobile & Internet TV Awards, Commercial Director Steve Lazarus has concluded a number of important content deals. In its first UK deal, online distribution specialist Bluefish Media, a subsidiary of Eidos New Media, has agreed to supply selected titles from the Eidos portfolio for the "Games" section of the SUMO.tv website. In a further significant move, SUMO.tv has agreed to host third-party premium content provided by the events and formats distributor Zeal Entertainment, as well as streaming video and downloads from Liberation Entertainment, a major DVD distributor. All three are revenue-sharing deals.

SUMO.tv has also commenced international distribution on the European IPTV platform Zattoo, and via mobile in Australia and New Zealand through its exclusive Australasia distributor Hyro. Further IPTV and mobile distribution agreements are being finalised in France, South Africa and Israel, and master licence agreements are under discussion in the USA, Brazil and Turkey.

As announced in Cellcast's interim results, discussions are in progress with a number of parties to co-venture the further development of the SUMO.tv project which will remove the need for further funding by Cellcast and will
deconsolidate its business. We will report back to shareholders on material developments in this regard.

For further information:

Cellcast plc
Andrew Wilson, CEO	Tel: +44 (0) 20 7190 0300
andrew@cellcast.tv	www.cellcast.tv
HB Corporate
Edward Hutton / Rachel Kane	Tel: +44 (0) 20 7510 8600
r.kane@hbcorporate.co.uk	www.hbcorporate.co.uk
Media enquiries:
Threadneedle Communications	Tel: +44 (0) 20 7936 9605
Graham Herring / Josh Royston
graham.herring@threadneedlepr.co.uk

About Cellcast plc

Cellcast plc (AIM: CLTV) is a leading international provider of participation television applications and interactive mobile content in the fast-growing multi-platform digital entertainment sector. Headquartered in London, with associated operations in Paris, Beirut, Mumbai, Hong Kong and Sao Paolo, Cellcast's applications and programming are distributed on the Sky Digital and Freeview platforms in the UK, and the company is partnered with broadcasters and telecom networks in Europe, the Middle East, India, South-East Asia, China, and South America. Cellcast plc joined the AIM market of the London Stock Exchange in 2005.

About Eidos New Media / Bluefish Media Bluefish Media, founded in 2002, is a leading online distributor of digital games, utilising a proprietary electronic distribution system linked to owned and operated services such as GamePueblo.com and to affiliated online portals. Over 80 game developer studios worldwide distribute their content with Bluefish Media. In 2007 the company was acquired by the New Media division of Eidos, one of the world's leading developers and publishers of entertainment software. Eidos New Media has successfully launched award-winning mobile games based on a number of Eidos' intellectual properties including: Tomb Raider, Hitman,
Championship Manager, and Thief along with a host of other licensed titles. Eidos New Media also distributes games through digital distribution via its own sites and partner channels as either individual consumer downloads or subscription services.

About Zeal Entertainment

Zeal Entertainment is an independent events and formats distributor. Launched in 2001, Zeal Entertainment is now fully owned by the Digital Rights Group. Zeal handles a range of internationally successful properties, including The Singing Bee, What's the Big Idea, Under Construction, Fashion Rocks, This is Your Life, Miss World, Mr World, The European Poker Tour. Zeal represents rights for creators and rights holders including, including the Gurin Company, Juma Entertainment, 12 Yard, TV2 Norway, Pandora Films, Remedy Productions, So
Television, Monkey Kingdom, Mast Media and Wall to Wall.

About Liberation Entertainment

Los Angeles and London based Liberation Entertainment is an integrated independent entertainment distribution company, primarily engaged in the business of acquiring and selling film and television content and maximizing the value of its catalogue worldwide via DVD distribution, digital distribution and TV broadcast sales. Liberation Entertainment owns the rights to a wide variety of audio-visual content, including over 250 feature films, two and a half thousand hours' of classic television series, a large animation library, Sport, Special Interest, Interactive DVD and Music DVD from artists such as Stereophonics, Paul Weller, Beach Boys, Carlos Santana and The Beatles.

About Zattoo

Developed by leading researchers and software engineers from the University of Michigan (Ann Arbor), Zattoo offers a commercial peer-to-peer network optimized for streaming video that is uniquely capable of serving the needs of consumers, broadcasters, content owners and advertisers. Zattoo partners with broadcasters and advertisers to serve consumers with a wide selection of content from various sources in one easy-to-use web interface. Zattoo is based in San Francisco and maintains an office in Ann Arbor as well as in Zurich, Switzerland.

About Hyro

Hyro Limited (ASX: HYO) is Australia's oldest and largest digital business services company. Since 1994 Hyro has been providing its clients with the three components necessary to operate successfully in a digital economy: business strategy, creative and technology services. Hyro's offering is focussed purely on digital services across Internet, mobile, and interactive TV channels; from the user's screen to the back-end systems. Its solutions include sophisticated ecommerce implementations, online advertising campaigns, adver-gaming, mobile services such as mobile TV and m-sites, and technology development and integration projects. With offices in Australia, New Zealand, Thailand, China, Hong Kong and Macau, Hyro's clients include major Government departments and some of the world's best-known brand marketers.