Sports Illustrated Partners with mywaves to Mobilize Swimsuit Issue Video Content

SUNNYVALE, Calif. – Feb. 27, 2008 – – mywaves, the largest mobile video destination and the Sports Illustrated Digital Group, today announced a partnership to make video content related to Sports Illustrated’s famous Swimsuit Issue available through a dedicated mywaves channel at http://www.mywaves.com. Consumers will now be able to view more than 50 video clips, including video from photo shoots, interviews with the models, and more, all free of charge simply by visiting the mywaves website from their phone.

The deal between Sports Illustrated and mywaves brings together one of the world’s most popular media franchises with a leading provider of mobile video for this key audience. More than 70 million people will read the Sports Illustrated Swimsuit issue and it is anticipated that there will be over 250 million page views at SI.com/Swimsuit.

“The Sports Illustrated Swimsuit franchise is one of the most powerful phenomena in publishing and new media,’” said Rajeev Raman, CEO and founder, mywaves.  “Now, mywaves is pleased to help Sports Illustrated extend its reach into mobile video, the latest consumer media hotspot, to reach both longtime fans and a new generation of viewers.”

As the most broadly distributed, fastest-growing mobile video provider, mywaves reaches five million unique visitors monthly through more than 300,000 channels dedicated to content from the world’s leading media companies, user-generated video, and everything in between

“mywaves is the ideal partner to extend the SI Swimsuit franchise to a global audience of mobile phone users,” said Stacey Vollman, Vice President and GM, SI Digital.

The mywaves channel dedicated to the Sports Illustrated Swimsuit Issue will be ad-supported. US-based audiences will view domestic ads, while those overseas will view international ads sold by mywaves.

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, private and user-generated 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.