mywaves Announces Partnership with Playboy Mobile

Its First-Ever, Ad-supported Video-Syndication Deal

NEW YORK and SUNNYVALE, CA – April 3, 2008 – mywaves, the largest mobile video destination, and Playboy Mobile today announced a partnership to deliver free, Playboy-branded video content to mywaves users around the world.  Consumers can enjoy non-nude content, such as comedy, interviews, events and other lifestyle footage, of their favorite Playboy Playmates by visiting the mywaves website from their mobile phone.  This is Playboy Mobile’s first-ever, ad-supported video-syndication deal.

“The addition of Playboy content on our service is going to resonate well with mywaves’ core demographic,” said Rajeev Raman, CEO and founder, mywaves.  “Our viewers want to enjoy entertaining content anytime, anywhere and this partnership enables millions of engaged mobile consumers to view some of the most beautiful women and glamorous events in the world, free, on their phones.”

“As we aggressively explore new distribution models, we logically partnered with industry-leader mywaves who has built the largest mobile audience in the world,” said Edward Lang, Senior Vice President and General Manager, Mobile and International Online, Playboy Media Group.  “We are confident that mywaves’ impressive reach, combined with our shared target consumer demographic, is the perfect match for our content and an ideal way for our advertisers to connect with the Playboy Mobile fan.”

The new agreement strengthens Playboy Mobile’s 2008 strategy of enhancing its strategic partnerships to deliver new content and applications that better expand and integrate into consumers’ lifestyles. These initiatives will include new community-centric, social-networking applications that leverage Playboy’s global partners.

About mywaves Inc.
mywaves is the largest mobile video destination for consumers, attracting over 5 million unique visitors monthly to its free mobile video service. Consumers can browse through nearly 400,000 channels of premium videos and have their favorites automatically updated and delivered to their phones. Most users tune in to watch mywaves video weekly with average viewing times of 24 minutes per session. The service works globally across all 3G, EDGE, BREW and EV-DO carriers as well as most video-capable mobile phones, including Palm, Windows Mobile, Symbian and RIM based phones. Headquartered in Sunnyvale, Calif., mywaves is led by a team from Yahoo!, Napster, Danger, Palm and TiVo. The company is funded by venture capital firm, Menlo Ventures. For more information or to sign up for mywaves, go to http://www.mywaves.com or from a mobile browser: http://www.mywaves.com/m.

About the Playboy Entertainment Group:
The Playboy Entertainment Group is a division of Playboy Enterprises, Inc., and consists of several units: Playboy TV, Playboy Home Entertainment, Playboy Radio, Playboy Online, and Playboy Mobile.  The Playboy Entertainment Group produces approximately 1,500 hours of original programming annually in a range of genres distributed to consumers through each respective unit.