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Paramount branches into mobile sector
Paramount Pictures is expanding into the mobile sector, unveiling a new mobile division, which it claims already has deals with mobile carriers including AT&T and Verizon Wireless. Called Paramount Mobile Entertainment, the new unit will create and distribute applications and content based on Paramount's movie library. Partners to date include T-Mobile, O2 UK, Hungama, Cellempower (i2 Group) and Nokia, with more likely to follow. The unit, which will be part of Paramount Pictures Digital Entertainment, is led by a team of executives with experience from both the media and mobile industry, including Madeline Herdrich, former senior director of consumer business development at AT&T Mobility.
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