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CBS Bows Virtual 'Top Model' Mobile Game

8 Dec, 2006 By: Erik Gruenwedel

CBS Interactive, which oversees mobile projects for The CW, a joint venture between Warner Bros. Entertainment and CBS Corp., Dec. 8 announced it is launching an avatar-based mobile phone game based on The CW reality show, “America's Next Top Model” with Tyra Banks.

The game, which is co-produced by Hong Kong-based mobile technology creator Artificial Life, features virtual characters (avatars), or in this case, aspiring runway models, that users can manipulate on the cell phone as if contestants on the TV show.

The game will be available in the U.S. to Sprint and Cingular users with adaptable handsets for an initial download fee of $5.99.

Beginning next year in conjunction with the 2007 season of “Top Model,” the game will feature a player-to-player component that allows users to send their model “on vacation” to a friend's cell phone.

“‘Top Model' is a natural jumping off point for us to introduce this gaming technology, given the show's young and mobile-savvy demographic,” said Cyriac Roeding, VP of wireless for CBS Interactive. “This offering furthers our strategy of extending our top brands and content to multiple platforms.”

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