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Victoria's Secret ramps up mobile presence

Ramping up its mobile presence, lingerie retailer Victoria's Secret now has its own branded mobile TV channel.

MediaFlo USA, a subsidiary of Qualcomm Inc., and CBS Mobile have launched Victoria's Secret Angel TV, a new, dedicated, 24/7 channel on the Flo TV service that gives viewers an all-access pass to the 2008 Victoria's Secret Fashion Show on their mobile phones.

"MediaFlo USA's strategy for launching the Victoria's Secret Angel Channel is rooted in our dedication to providing our subscribers the kind of highly entertaining and immersive content they've come to expect from Flo TV," said Matt Milne, senior vice president of sales and marketing for MediaFlo USA, San Diego.

"As we've seen with similar special events channels in the past -- our ESPN X Games channel, for example -- Flo TV subscribers truly enjoy behind-the-scenes access provided by exclusive programming like the Angel Channel," he said.

A unit of retail giant Limited, Victoria's Secret is a beauty and lingerie brand known as much for its catalog as for its models and Victoria's Secret Fashion Show.

Victoria's Secret has 1,000 stores nationwide.

The exclusive supermodel-charged Victoria's Secret Angel TV channel launched with behind-the-scenes pre-show coverage Nov. 15, providing access to the planning and prepping leading up to the main event.

On Dec. 3 at 10 p.m. EST/PST, Victoria's Secret TV will simulcast the 2008 Victoria's Secret Fashion Show, which is airing on the CBS television network.

Broadcast from the Fontainbleau Miami Beach Resort, the show also will include appearances by models Heidi Klum, Adriana Lima, Marisa Miller and Miranda Kerr, as well as a musical performance by Usher.

After the show, Victoria's Secret TV will continue with exclusive post-show coverage through Jan. 2.

The target demographic is evenly split -- 52 percent male, 48 percent female -- between 18 and 35 years old.

All programs featured on Flo TV are available to consumers through wireless carriers in more than 58 major metropolitan areas nationwide, including Atlanta, Chicago, Dallas, Las Vegas, Los Angeles, New York, Seattle and Washington.

Flo TV is available to AT&T subscribers as AT&T Mobile TV and to Verizon Wireless customers as V Cast Mobile TV.

Compatible AT&T phones include the Samsung Access, LG Vu, LG Invision and the newly launched Samsung Eternity.

Compatible Verizon Wireless Phones include the Motorola z6TV, Motorola Krave ZN4, Samsung SCH-U620, LG VX9400 and LG Voyager.

The Angel Channel is being supported by online and publicity campaigns.

The channel is also being promoted on the Flo TV Promo Channel, which is free for all consumers who own a Flo TV-powered AT&T or Verizon Wireless device.

Currently, the Flo TV service advertising model is similar to traditional TV, with advertising embedded in the content that the company receives from its programming partners.

"In some cases, it's a blend of promotions and product advertising, and in other cases it's a flow-through of the advertising just as it would exist on broadcast or cable," Mr. Milne said.

"We believe there is value in subscription, ad-subsidized and free-to-air models, and we're exploring the boundaries in between them," he said.

"We anticipate that advertising will become a larger part of the revenue mix going forward. This can be accomplished in a variety of ways: new advertising formats, mobile-specific advertising content, interaction with ads, audience segmentation and addressability, among others."

MediaFlo USA's Flo TV service offers full-length mobile simulcast and time-shifted programming from entertainment brands.

These channels include CBS, CBS College Sports, CBS News, CNBC, Comedy Central, ESPN, Fox, Fox News, Fox Sports, MSNBC, MTV, NBC 2Go, NBC, NBC Sports, NBC News, NickToons and Nickelodeon.

CBS Mobile, a division of CBS Interactive Inc., is charged with building CBS Corp.'s wireless business across entertainment, sports and news for CBS, the CW and CBS Paramount Television.

CBS Mobile offers consumers wireless content ranging from mobile video alerts for CBS Mobile News, CBS Sports Mobile and entertainment properties to mobile Web sites, made-for-mobile video on all major carriers, a 24/7 mobile television network and partnerships with mobile technology and ad targeting companies.

CBS Interactive, a division of CBS Corp., is one of the leading online content networks for information and entertainment.

The CBS online portfolio includes brands such as CNET, CBS.com, CBSSports.com, GameSpot, TV.com, BNET and Last.fm, spanning the technology, entertainment, sports, news and business categories.

CBS Interactive claims that more than 150 million people visit its properties each month.

MediaFlo's Mr. Milne is betting on mobile TV's effect on content consumption to help brands such as Victoria's Secret connect with their audience.

"As mobile TV revolutionizes the delivery of both entertainment and marketing content, this changes the way in which entertainment companies approach scheduling, and allows advertisers to connect with consumer targets at previously problematic times of day -- during the school run, for example, or on the evening commute," Mr. Milne said.