Buzzwire Inc., an editorially directed, community-driven mobile Web site, has launched ad-supported NCAA Men's Basketball Tournament content for mobile devices.

Deutsch Media clients DirecTV, UnderArmour, Tylenol and the Michael J. Fox Foundation have all run ads on http://m.buzzwire.com, including banners with click-to-call and click-to-video functionality, text ads and pre-roll video ads. Buzzwire has partnered with carriers AT&T, Verizon and Allel, as well as publishers TV Guide, Fox News and Fox Interactive's AskMen.com.

"We aggregate mobile content, and our mobile destination site is a way for users to easily find content on their mobile phone, with a landing page to find what interesting content is out there then send them to the source," said Andrew MacFarlane, founder and chairman/chief product officer of Buzzwire, Denver, CO.

The company launched the NCAA portal to raise its visibility by providing on-the-go access on mobile phones to NCAA tournament content such as information about favorite team and how the consumer's chosen bracket's doing.

Buzzwire's broad target demographic is anyone with a mobile phone, a browser and a data plan.

"Most of our traffic is looking at news, entertainment and gaming, so we're trying to broaden out the offering to target sports fans," Mr. MacFarlane said.

Buzzwire is free to consumers and works on any mobile phone with Web access. The company is venture-backed by Matrix Partners, Spark Capital and Sequel Venture Partners.

Consumers can go to http://m.buzzwire.com to access mobile NCAA tournament sites to check scores, see video highlights and get analysis much more from their mobile devices.

Mobile is fast becoming the preferred means for Internet browsing. The site at m.buzzwire.com launched in beta in mid-February to let users discover, experience and share content on the mobile Web.

The Buzzwire March Madness mobile portal will feature sections with the latest news, scores, videos and highlights, analysis of the tournament and predictions from college basketball authorities, and advice and data from office pools to Vegas odds.

Anyone with a mobile phone and Web access can go to http://m.buzzwire.com to get to the March Madness portal.

The Buzzwire homepage features stories, sports, links to other mobile sites, video, music, photos and people as determined by the mobile community and makes them accessible to any consumer.

Consumers can contribute content by sending a link to to Buzzwire by sending an email to . Consumers send the URL through the built-in email Web browser feature on a mobile phone.

Consumers can also text keyword BUZZ9 to short code 28999.

A third option is clicking the "Buzzie" button on mobile Web sites from publisher partners.

Buzzwire also lets consumers follow their friends, so they can stay up-to-date on what's popular within their own mobile communities.

"We've partnered with Deutsch Media on the advertising front, as they bought out the site for the first 90 days," Mr. MacFarlane said. "We also work with a number of publisher partners to help push traffic, including TV Guide, Fox News and Fox Interactive's AskMen.com.

"We have a share button they can put on their mobile sites, so people can share links to Buzzwire by clicking a button," he said.

Buzzwire highlights what the title of the story is, who posted it and a brief description of the article. If consumers click on a button on Buzzwire's site, it takes them back to the publisher's site where the content originated.

"We call it a traffic accelerator for the mobile publishers driving traffic back to their site," Mr. MacFarlane said. "Our marketing strategy includes having users invite other users to the site -- viral, organic growth -- [and] ad buying and working through our publisher and carrier partners to bring traffic back to the site.

"We're currently working to get Buzzwire up on carrier portals to give them a new perspective on how to look at mobile content," he said.