‘Cell’, O2’s first made-for-mobile drama using TV production standards will be premiered to customers on February 1st.- simply text ‘CELL’ to 2020 from your O2 mobile phone. O2 is the first operator to commission an original piece of standalone content for mobile in this way and will provide customers with 20 x 2 minute episodes of the high-action thriller. Following its UK launch, ‘Cell’ will be exploited by O2 and Endemol to other mobile operators around the world – this will be followed by a series of launches across other digital content channels ‘Cell’ builds on the success of previous made-for-mobile video content such as the triple award winning ‘Get Close to… the Sugababes’, also produced by Endemol, which highlighted the demand for high quality video content purposed for the mobile phone. Combining live action and computer animation, ‘Cell’ has a cinematic visual impact never seen before in mobile video content. The series has been produced by Digital Studios (a division within Endemol UK focusing on original digital content), in association with Mobstar. Grahame Riddell, Head of Content, O2 UK, comments “Cell shows that O2 is once again pushing the boundaries of mobile video content, with the highest production values and an innovative commercial model that sees O2 and Endemol share revenue. Our partnership with Endemol has enabled both companies to fuse production and mobile content expertise to stunning effect for the audience.” Pasa Mustafa, Head of Digital Studios in the UK comments: “What makes ‘Cell’ a first is that we’re applying production values normally associated with TV or film to a made-for-mobile series. We’re also delighted to be continuing our relationship with O2, following previous success with Get Close To…The Sugababes”. The Story of ‘Cell’: Two parallel stories about the same man. It is the story of a man who finds himself locked in a lawless prison, with no notion of how he got there, who is holding him or why, and with no hope of escape. All he has is a cell phone and the voice of a mysterious caller. It is the story of the same man, living a life of wealth and power in the Columbian capital of Bogota. It’s the story of the woman he loves, the friend who betrays him, and a choice he makes that will change his life forever. The launch of cell will be exclusive to O2 with three episodes being released each week, costing 50p each or the entire series can be purchased for just £3.50.