25:07:06

Yomego create 3D avatars for MTV Flux

25th July 2006: Yomego, the entertainment division of DA Group has created a new breed of 3D avatars for MTV Flux. Launched today by MTV Networks UK & Ireland owned by Viacom Inc. (NYSE: VIA and VIA.B) Flux is the latest channel aimed at style conscious young adults, with a nationwide first – TV controlled directly by the viewers at all times.

The avatars, designed by Nexus, have echoes of Japanese ‘Manga’ animation and have been brought to life in 3D by Yomego which has already created a virtual Geoff Boycott for Channel Five and Big Frank, an online reporter for Ladbrokes. The company has also worked with MTV previously, developing interactive fun for MTV’s Dirty Sanchez programme.

With the ability to walk, talk and even show their emotions, the avatars give Flux members a sophisticated, lifelike digital identity on any screen. They are the most sophisticated virtual representatives ever to appeal to the target audience of 21+ young adults who are in tune with the latest fashions and music.

The launch of Flux takes the concept of virtual communities to an entirely new level where Flux members can upload their own content on to television, be part of an online interactive community and ultimately control their very own TV channel when it launches on 1st August 2006. In a virtual community which knows no bounds, users will be able to ‘flux’ by mouse, by mobile and by remote control.

The kick off on August 1st witnesses the launch of the community-based site, www.mtvflux.co.uk. Through a simple, free online registration users will be asked to create their own personalised avatar which will become their on-screen identity. Users will be asked to select a basic avatar design which they will then be able to manipulate into the image they want to represent them in the Flux on-screen community.

Cyril Scott, Sales & Marketing Director at DA Group said:

“The strength and value of virtual communities is now a recognised model, and the launch of MTV Flux takes this to a new level, allowing full interaction with a receptive audience. The development of these 3D avatars offers a personalised service that allows the user to express himself or herself in a sophisticated, lifelike manner. This also allows interaction with community members in multiple applications over multiple channels in a way that has never been done before. It was great to work with MTV on this ground-breaking project”.

In an environment which fully encourages and rewards community interaction, the more Fluxers ‘flux’, the more screen time they will bag for their avatar, as well as securing a greater say in exactly what appears on TV.

Angel Gambino, VP, Commercial Strategy and Digital Media at MTV Networks UK & Ireland said:

“In launching MTV Flux, MTV is challenging the status quo in TV programming and transferring control directly to its audience. MTV has always had an unparalleled relationship with our viewers and with MTV Flux we are confident that the service is exactly the kind of 360 degree, immersive and interactive music and entertainment experience our audience is seeking. Flux will genuinely allow British youth to express themselves and inspire each other across multiple platforms. The launch of MTV Flux ushers in a new era in user-generated content and adds a whole new dimension to the concept of social networking.”

As well as interacting with the website to control the playlist for MTV Flux, registered audience members will be able to communicate via their mobile phone with other Fluxers by texting their avatars. Budding artists will also be able to share their creations by uploading content directly to Flux for all members of the Flux community to enjoy.

In the run up to the launch of the channel on 1st August 2006, MTV Flux will start to take shape, as the users who will determine its future prepare to put their stamp on the TV channel. Ultimately the audience will control what appears on screen, beginning September 6th.

To start fluxing, earning ‘screen cred’ and to have your say in who appears on your screen on 1st August 2006, visit www.mtvflux.co.uk to become part of the Flux community.

-ends-

Notes for Editors

Pictures available, please contact Martin Allen or Alex Orr at Indigo on 0131 554 1230

About Yomego
o Yomego®, www.yomego.com, is an entertainment division of DA Group, a leading provider of interactive entertainment and communications solutions.

o The Yomego® platform incorporates the company’s patented technology which generates real-time character animation from a variety of inputs including text and audio.

o This technology has been successfully applied to mobile phone applications to create rich animated content which can be instantly manipulated and personalised by the user. These applications, promoted under the Yomego brand, include wallpapers, video clips and messaging systems which capitalise on the growing deployment of picture phones.

o From this basis, Yomego is now working with media organisations to create multi-media entertainment, commercial ventures and promotional tools that seamlessly straddle mobile, web and TV. Its list of product solutions include alert.me, i.bet, Peekaboo TV, me.to.tv, and i.blog, which capitalise on the interactivity of DA’s technology and growing trends for user generated content.

o The company’s client list includes a growing number of content providers, networks, broadcasters and consumer brands, from Jamster, PNC Telecom, SMART Communications and Vodafone through to BBC Prime, Channel 5, MTV and Endemol.

o Established in 1990, DA Group is based in Glasgow with 35 staff. Led by CEO Mike Antliff, DA Group is listed on the Alternative Investment Market. For more information visit www.dagroupplc.com and www.yomego.com

About MTV Networks UK & Ireland:
MTV Networks is the largest television network in the world and a leading creator of programming and content across all media platforms, with 111 channels and 94 websites reaching more than 440 million households in 167 countries worldwide.

MTV Networks UK & Ireland operates 3 channel groups – Comedy, Kids and Music. Our 9 branded music channels comprise of MTV, VH1, MTV Hits, MTV Base, MTV Dance, MTV2, VH2, VH1 Classic and TMF. They feature the best in music alongside popular shows such as Pimp My Ride, Newlyweds, Punk'd, Dirty Sanchez and Cribs. MTV Network's music channels are available on Sky, Cable (through ntl & Telewest) and Freeview, reaching larger audiences than at any time in UK history, with an average of over 17 million viewers each month according to BARB research.

Paramount and Nickelodeon in the UK are part of the MTV Networks International portfolio of channels through joint ventures with BSkyB.

In addition, MTV Networks is a pioneer in the new and exciting world of digital media, winning awards for its interactive and online services, as well as being the first media company to offer made-for-mobile 3G video content. Since 2005 MTV Networks UK & Ireland has offered mobile distribution of four TV channels (MTV Snax, MTV Trax, Paramount and Nickelodeon).
MTV Networks is a unit of Viacom.


Media Contacts:

Martin Allen
Indigo (For Yomego)
Tel: 0131 554 1146
Mobile: 07866 604 393
Email: martin@indiopr.com

Alex Orr
Indigo (For Yomego)
Tel: 0131 554 6512
Mobile: 07718 913 299
Email: alex@indigopr.com

Tessa Tennyson
MTV Networks UK & Ireland
T: +44 (0)20 7284 6214
E: tennyson.tessa@mtvne.com

Andrea Carter
Firefly Communications (For MTV)
Tel: +44 (0)20 7386 1523
E: andrea.carter@fireflycomms.com