Fox Mobile Group Partners With Post Foods to Develop Original Branded Entertainment

NEW YORK, Nov 19, 2010 /PRNewswire/ -- Future of Television Forum - Fox Mobile Group (FMG), a division of News Corp's Digital Media Group, today announced that it has partnered with Post Foods, LLC to develop an eight-episode, original comedy series called 'Honey and Joy' for the Honey Bunches of Oats cereal brand to be available on mobile and online via Bitbop, FMG's commercial free, on-demand mobile TV service (www.bitbop.com and m.bitbop.com).

FMG has also tapped renowned director, Drew Antzis, to direct the series.  Antzis was previously in-house director and head of video production at FunnyorDie.com. Antzis shot and directed several of the most popular viral videos on the web including "The Landlord," starring Will Ferrell.  The series is currently being cast and will include top talent to be announced at a later date.  FMG is collaborating with Omelet, a hybrid creative and entertainment agency, to produce the 'Honey and Joy' series.

The Honey Bunches of Oats brand will be organically integrated into the narrative of the comedy series in which two best friends, Honey and Joy, who have worked at the Honey Bunches of Oats factory for years, spend their downtime getting involved in their co-worker's lives with the intention of brightening their day.  However, nothing is ever what it seems and ruckus ensues as Honey and Joy spend most of their time mending their good-intentioned actions.

"Post has always been at the forefront of the industry in developing creative and innovative marketing campaigns and we are excited to work with them to engage consumers with original, branded content on the web and in the fast growing mobile channel," said Chris Hoerenz, CMO, Fox Mobile Group.  "Fox Mobile Group is known for developing cutting-edge, original content integrating brands into the storyline, and 'Honey and Joy' will be sure to excite and engage many more loyal fans of the cereal.  Using the Bitbop channel to distribute the series will make this an exciting mobile experience on today's hottest devices."

The cross promotion will be featured on more than 10 million Honey Bunches of Oats cereal boxes beginning in April 2011.  Consumers will be able to view the 'Honey and Joy' series online at Bitbop.com as well as on mobile via the Bitbop mobile application at m.bitbop.com.  The Bitbop mobile application is available for free download to millions of BlackBerry® and Android-powered smartphone users in the U.S.  The series is free to view on Bitbop and consumers can also choose to subscribe for access to commercial free, premium content from top broadcast and cable networks.

"At Post, we constantly look for innovative partners and content and Fox Mobile Group not only brings the expertise, but also the platform for us to engage with our consumers in a new and exciting way," said Jennifer Mennes Director of Media and Public Relations at Post.  "We are excited to launch this initiative with Honey Bunches of Oats, the third largest brand in the cereal category.  Our consumer is active in the mobile space and looking for unique video content that the 'Honey and Joy' series will provide."

Bitbop was recently named one of the best apps in PC World's list of '101 Best Mobile Apps' and among their list of "12 Best BlackBerry Apps."

For more information and updates, visit Facebook at www.facebook.com/bitbop and Twitter at www.twitter.com/bitbop.

About Bitbop

Bitbop is a new wireless subscription service delivering on demand mobile TV and movies directly to U.S. consumers' smartphones. The company's state-of-the-art platform puts the flexibility of a home-based media center right in the user's pocket. Bitbop's service is accessible from any 3G or wireless network and features unlimited streaming or downloading of selected content from quality partners. http://www.bitbop.com/networks.

About Fox Mobile Group

Fox Mobile Group (FMG) is a global leader in mobile content distribution, production and services, offering more of the benefits of mobile entertainment to consumers and business partners than anyone else. A division of News Corp's Digital Media Group, FMG distributes and produces more mobile entertainment to more people and business partners in more ways and in more places than anyone else in the world. Headquartered in Berlin, Germany and Beverly Hills, Calif., FMG is wholly owned by News Corporation (Nasdaq: NWS, NWSA; ASX: NWS, NWSLV).

About Post Foods

Post Foods, LLC, a subsidiary of Ralcorp Holdings, is the manufacturer of national ready-to-eat cereal brands including Honey Bunches of Oats, Pebbles, Grape-Nuts, Post Shredded Wheat, Post Raisin Bran, Great Grains, Honeycomb, and other healthy, great-tasting cereals. For more information, please visit www.postcereals.com.

SOURCE Fox Mobile Group