Vodafone sponsors awards for content

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[London] As marketers and cellphone service providers become more interested in the mobile-phone as the third screen, Vodafone Live is sponsoring the first awards for made-for-mobile content this week at the Milia audiovisual and digital content market in Cannes, France. Milia shortlisted 12 of the 60 films submitted by production companies mostly in the U.K. and will give out three prizes after the "Made-for-Mobile Screenings" on April 13. The films, averaging 90 to 120 seconds in length, are in categories including short comedy, mobile lifestyles, soaps, sports and drama. "This is the first time we're looking at mobile-phone content by genre," said a Milia representative. Sponsor Vodafone is actively working to introduce the idea of mobile TV content, starting by commissioning Twentieth Century Fox late last year to create content inspired by its drama series "24" so Vodafone users can view on their cellphones 24 weekly 60-second "mobisodes" of "24: Conspiracy" in a parallel plot.
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