infinit.mobi has launched: SA¹s first mobile site for high quality cellphone
videos

* Specifically produced made-for-mobile series with a local flavour give
South Africans something they¹ve never seen before, in a way that breaks the
monopoly of the mainstream broadcasters
* First for South Africa:  20-part thriller and 20-part horror ³mobisodes²
* From magic tricks and dance tips to hot girls and hotter cars to extreme
sports to crazy stunts to animation ­ for adults, teens and in-betweens

Cape Town ­ 27 July 2009 ­ Infinit.mobi, launched today by South Africa¹s
online video leader MEDIAS, is the first and only mobile entertainment
network dedicated to premium quality videos for your mobile phone. The
mobisite is accessible via your mobile phone¹s web browser, meaning there¹s
no application to install or network restrictions. High-quality videos and
series are downloadable over the air, and are paid for with airtime.

Users can get the latest made-for-mobile video content, encoded to work with
any video-enabled mobile phone. infinit.mobi has a huge selection of premium
clips and subscription series for action fans, movie lovers, gamers, extreme
sports enthusiasts, animation buffs and fast car junkies. It also features
tips and tricks for anything from cocktail making to magic tricks to hot
hip-hop and underground dance steps.

There are exclusive mobile series that infinit.mobi brings to South Africa
for the first time: highlights are ³When Evil Calls², a 20 episode
made-for-mobile horror series, and ³Cell², a 20 episode spy thriller. Also
new are a number of the latest animated satire and mature humour series to
be seen for the first time in this country.

No piles of awful user-generated content to wade through to find an
occasional gem, and no annoying adverts to sit through: infinit.mobi offers
free and premium video clips of two to three minutes in length. It¹s the
kind of stuff you¹ll watch over and over again when you¹re at home or work,
on the move, or out with friends.

³Until now mobile video uptake in SA has been restricted by the mobile
operators with their limited content offering and network lock-in; by web
videos that download slowly and often don¹t display properly; and by the
Œlet users upload their stuff and hope some of it is any good¹ content
model. Now with infinit.mobi we start to have access to great content and a
real alternative to the broadcasters that choose what you can and can¹t
see,² says Rowan Polovin, chief executive of MEDIAS.

Videos are divided into categories such as music, animation, entertainment,
babes, tips and tricks, music, sport (skateboarding, biking, snowboarding,
motocross and other out-of-the-mainstream kinds), ³crazy and dangerous² for
wipe-outs and inspiring acts of talent and lunacy, a variety of ³how to²
guides, car videos from CAR magazine, men¹s interest (bikini babes and
glamour girls), women¹s interest (including content from Saltwater Girl) and
maths and science education videos from Mindset.

Much of the premium quality content on the platform has been produced by
MEDIAS using local talent. The instructional dance series, called ŒGetting
Down¹, is an inspirational and funky fusion of multiple dance styles from
different cultures across South Africa, enhanced by locally produced music.
³We wanted to create a series that was truly South African,² says Polovin.
³ŒGetting Down¹ is multiracial and multicultural and encourages South
Africans to stop fretting and just get down and dance. It is a truly
positive production.²

The variety of content is enormous. The cocktail making series was produced
using expert bar tenders to teach cocktail making tips and recipes.
Well-known magician Marcel Oudejans presents a how-to series on magic and
bar tricks called ŒMobimagic¹. Each trick is has both a performance and a
Œreveal¹ section, showing it in action, as well as how to repeat it to
others. There are several more series in the pipeline.
This ability to reach niche audiences will bring a revolution in the SA
video and entertainment scene ­ there are so few options for broadcast that
anything other than the most mainstream content simply has no way to reach
audiences.

The service has been built with ease of access and usability in mind. Users
visit infinit.mobi via their mobile phone browser, and select the video or
subscription series they want, either by browsing the selections or choosing
from the most popular material. They select what they want, and infinit.mobi
deducts the amount (averaging between R5.00 – R10.00 per clip, although
there is excellent free content) from their airtime and sends them the
content. If they subscribe to a series (such as ŒCell¹), they will get sent
an episode from the series on a regular basis. Each video is encoded to be
no more than a few megabytes for fast download, but still have clear display
and smooth motion.

Users can also SMS a keyword to 32876 (charged at R1.00) to receive a link
to a piece of content. This feature is great for magazine articles or print
ads wanting to link stories with video material.
infinit.mobi is a proprietary technology built by MEDIAS to solve several
usability issues with video on mobile devices, such as handset compatibility
and content delivery. The infinit.mobi technology will deliver the video
selection site as well as the content in the most suited format for a user¹s
particular handset. The technical team honed their skills developing the
MyVideo.co.za service, which offered SA users a local site to upload, share
and view videos on the web.

The company has big plans for the future ­ extending this video platform
into Africa and the rest of the world. It is also in advanced discussions
with other media companies, brands and ad agencies to develop customised
mobile video solutions for their marketing campaigns or to extend their
print, radio and TV content onto mobile ­ the last great frontier of
broadcast and publishing