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LAS VEGAS, Jan. 10 /PRNewswire/ -- EchoStar Communications and Cellpoint Mobile announced today a joint effort for a customized iTV SMS solution through DISH Network's new Racing Interactive TV platform. DISH Racing Interactive will provide viewers the latest news, statistics, results, schedules, TV listings, driver profiles, and voting through a multi-media platform gaining access to loyal auto racing fans via set top box, web and cell phones.

The DISH Racing Interactive mobile component efficiently meets the growing demand for consumer specific mobile content and value-added services by creating a complete mobile experience that is personalized, reliable and secure.

The mobile service powered by Cellpoint Mobile will include a branded mobile content shop to attract users as well as content related revenue opportunities directly correlating with the DISH Racing Interactive brand. The mobile shop content will also be integrated directly into the iTV application to offer "race" specific downloads.

The service will be accompanied by a turn-key wireless marketing and alert system. This service will be integrated into both the DISH Racing Interactive web and the iTV platform which will be a central part of the DISH Racing Interactive application. The service will enable viewers to sign up for specific alerts through the DISH Racing Interactive web brand as well as directly through the iTV application.

"The value of an SMS component will immediately enable EchoStar and the DISH Racing Interactive brand to address the growing demand through mobile content services and messaging activities," said James Schildknecht, director of Mobile Entertainment with Cellpoint Mobile. "The branded nature of this service will also open the door for sponsors allowing individualized advertising messages to be sent user, or viewer, specific to loyal fans on racing related products."

"Adding a mobile component to our DISH Racing Interactive services enables subscribers to enjoy auto racing anywhere, anytime, and is an innovative cost- effective way for us to gain control over interaction with our subscriber base," said Scott Higgins, director of Interactive Programming for EchoStar's DISH Network.

Now with more migration between traditional media outlets and the mobile channel, this new service offering through EchoStar will further assist in creating a valuable connection towards EchoStar's subscriber base as well as advertisers and sponsors who wish to target and connect with viewers.

The DISH Racing Interactive platform is set to go live on Feb. 15, just in time for the Great American Race, The Daytona 500.

About Cellpoint Mobile

Cellpoint Mobile is a global mobile powerhouse offering simple, reliable, and empowering wireless products. We supply global brands with turnkey mobile value added marketing services enabling them to engage in a focused dialogue with their consumers. We are positioned to supply access to mobile users in Europe, Asia and North America.