TMZ goes mobile

Internet entertainment and gossip site TMZ announced it will launch an advertiser-supported, cross-carrier mobile web site in partnership with mobile web solutions provider Quattro Wireless. Promising breaking celebrity news, real-time headlines, photos and videos, participation polls and text alerts, the TMZ mobile site will be available on all web-enabled phones. The free site launches with the DVD release of the Sony Pictures Home Entertainment comedy Walk Hard: The Dewey Cox Story as its maiden sponsor. TMZ will also introduce an on-deck mobile web site via AT&T later in the second quarter.

According to comScore/Media Metrix, TMZ is the most trafficked entertainment news site in the U.S., generating close to 11 million unique visitors each month. "The mobile platform is a natural fit for TMZ, and this deal further extends the reach of this game-changing brand," said Brett Bouttier, senior vice president of digital with TMZ parent firm Warner Bros. Television Group, in a prepared statement. "There is an insatiable consumer appetite for the breaking entertainment news that TMZ is famous for delivering, so having a presence on mobile plays perfectly into the behavior of TMZ's core 18-34 demo. TMZ is now officially a three-screen brand; this is key to building on our success and provides great value to our advertiser partners."

For more on TMZ's mobile launch:
- read this release

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