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Player X and Universal animate Knight Rider and Magnum, P.I. for mobile

Mobile media company Player X has expanded its relationship with Universal Mobile Entertainment by producing ground-breaking mobile video content based on 1980s hit TV shows Knight Rider and Magnum, P.I.

This is the first time a major Hollywood studio has allowed its established brands to be taken to an exciting new level in mobile. Player X is creating a new genre in mobile video - Retrosodes, a suite of animated mobile video series.

Series one of this made-for-mobile animated content consists of 10 original Retrosodes of up to two-minutes each adapted to handsets and channel requirements. The animation takes a tongue-in-cheek approach to the shows that made Michael Knight and Thomas Magnum household names.

Both instant hits in the US, Knight Rider and Magnum, P.I. became immensely popular worldwide and continue on in various countries today. During its run, Magnum, P.I. won seven awards, including two Emmys and two Golden Globes, and recieved 39 nominations in total. The show found much success in syndication markets all over the world, particularly in the US, UK, Germany, Spain and Italy where it remains on the air. Knight Rider was translated into more than 20 languages and reruns of the show still air in almost every corner of the world.

Player X will produce, publish and distribute the Retrosodes through its direct distribution deals with more than 85 global carriers that offer the titles a potential reach of more than 1.8 billion people. The Retrosodes will launch across all networks in Q1 2007 with integrated marketing support.

"Retrosodes represent the best concept in short-form, made-for-mobile storytelling we've ever seen," said Jeremy Laws, Senior Vice President Universal Mobile Entertainment. "We think this is a great opportunity to break through the clutter of repurposed content and do something fresh and relevant appropriate with some great classic brands."

"We are excited about working with Universal again and this time we have taken mobile content to the next level. Knight Rider and Magnum, P.I. are massive TV brands and maintain huge cult followings. By re-creating this content for mobile, we extend the brands to mobile and give them a new lease of life in the process," said Tony Pearce, Player X CEO.

The news follows Player X and Universal's success in publishing the exclusive mobile game of this summer's Universal Miami Vice movie that was released in countries as diverse as Mexico, Latvia and India.

Player X has continued to expand its mobile games business in 2006 and has also invested heavily in mobile video resources. Earlier this year this effort was recognised when the company was nominated as Best Video Producer at the prestigious Mobile Entertainment Awards.

For more information, please contact Monty Munford at monty.munford@playerx.com or +44 (0) 7970 673695

About Player X

Player X publishes and distributes wireless entertainment content through global operators, retailers, internet portals and handset manufacturers.

Since its formation in 2004, Player X has already successfully published leading games, video and mobile entertainment content onto the largest mobile operators in the industry and rapidly achieved levels of distribution in the key territories around the world.

About Universal Mobile Entertainment

Universal Mobile Entertainment (UME) generates revenues and enhances brand awareness for NBC Universal's motion picture and television properties through licensing agreements with top-tier publishers. UME oversees the creation of high-quality mobile application services that include games, ringtones, wallpapers, MMS, SMS services and audiovisual services, and ensures ubiquitous distribution through mobile operators and portals worldwide. With offices in Los Angeles, London and Tokyo the team has been aggressive in the mobile content market since 2000 and currently has hundreds of mobile products that are available to consumers in every major territory of the world.

About NBC Universal

Formed in May 2004 through the combining of NBC and Vivendi Universal Entertainment, NBC Universal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group, and world-renowned theme parks. NBC Universal is 80% owned by General Electric and 20% owned by Vivendi.

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