Cartoon Network New Media Creates ‘CallToons’A Revolutionary New Mobile Application

Patent Pending Technology Allows Cartoon Network Characters’ Personalities to Take Over Mobile Phone

Application Developed by Cartoon Network New Media and Turner R&D in Consultation with Ericsson Regarding Concept Refinement and Content Delivery Technology

LOS ANGELES--(BUSINESS WIRE)--Cartoon Network New Media announced today it has created CallToons, a new mobile application that integrates smart technology with entertainment, essentially allowing Cartoon Network characters to take over a mobile phone. Using patent pending technology, CallToons creates an unparalleled user experience that replaces ordinary mobile phone functions (such as ringtones and wallpapers) with an all-encompassing entertainment platform provided by the users’ favorite character. At launch, CallToons will feature characters from Cartoon Network and Adult Swim, and will be offered as separate services for each brand. CallToons is targeted to be available to consumers in Q4 2007.

“CallToons extends our fans’ relationship with our characters in a personal and interactive way through a mobile phone”

“CallToons extends our fans’ relationship with our characters in a personal and interactive way through a mobile phone,” said Paul Condolora, senior vice president and general manager for Cartoon Network New Media. “With this application, we are developing a novel approach to the mobile experience. CallToons is a natural next step for the company and offers limitless cross-platform entertainment possibilities with cartoon characters, celebrities, sports figures and beyond.”

“CallToons does more than set a character’s voice to a ringtone. CallToons allows a character’s personality to take over the mobile phone’s functionality so that they actually interact with the user and incoming callers in a unique way,” said Ross Cox, Senior Director of Entertainment Products, Cartoon Network New Media.

Cartoon Network New Media developed CallToons in conjunction with Turner Platform R&D, and has been in discussions with Ericsson (NASDAQ:ERIC) regarding concept refinement and content delivery options. The technology takes Cartoon Network New Media into mobile licensing as the product will be available to non-Turner companies in the future.

CallToons ties together popular mobile content such as ringtones, ringbacks, wallpapers, and audio and text alerts into a character-driven narrative experience unlike any mobile content offering available on the market today. Cartoon Network New Media will introduce additional functionality to the CallToons application in the coming months.

About Cartoon Network New Media

Cartoon Network New Media is responsible for the production of Cartoon Network’s popular Web sites, which include CartoonNetwork.com and CartoonNetworkYa.com (the Spanish-language site for kids). CartoonNetwork.com is one of the most popular entertainment sites in the world for kids, attracting more than 5 million unique users each month (Nielsen NetRatings). Its top attraction is its roster of games, which drew more than 2 billion game plays in 2006.

In addition, Cartoon Network New Media is the creative force behind Cartoon Network’s video-on-demand offerings, interactive TV and mobile offerings, which include partnerships with major carriers including Sprint, Cingular and Verizon.

About Cartoon Network

Cartoon Network (CartoonNetwork.com), currently seen in more than 91 million U.S. homes and 160 countries around the world, is Turner Broadcasting System, Inc.’s ad-supported cable service offering the best in original, acquired and classic animated entertainment for kids and families. Overnight from 11 p.m.-6 a.m. (ET, PT) Sunday-Thursday, Cartoon Network shares its channel space with Adult Swim, a late-night destination showcasing original and acquired animation for young adults 18-34.

Turner Broadcasting System, Inc., a Time Warner company, is a major producer of news and entertainment product around the world and the leading provider of programming for the basic cable industry.

About Ericsson

Ericsson is shaping the future of Mobile and Broadband Internet communications through its continuous technology leadership. Providing innovative solutions in more than 140 countries, Ericsson is helping to create the most powerful communication companies in the world. Read more at www.ericsson.com.