Cellcom pins its hopes on delivering soap by phone

Israeli mobile operator Cellcom is betting that exclusive TV programming will help it stand out in a crowded market, according to FT.

"This week it is launching a reality show featuring Israeli pop idol Harel Skaat created specifically for its mobile phones. The series will consist of 40 three-minute chapters, with one released every three days.

Also coming is a mobile-only soap opera and a series featuring interviews with popular musicians."

emily | 12:59 PM | TV on Cell Phones |
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