Celltick Technologies, an Israeli developer of interactive broadcast technology for mobile networks, is providing its new mobile media service to China Unicom, for the broadcast of the 2008 Olympic Games in Beijing. "The Olympic Games represents an enormous opportunity for the mobile industry and our managed LiveScreen Media application is ideally positioned to help China Unicom capitalize on its full potential," said Stacy Fassberg, Celltick's vice president of marketing. "We are very pleased to be working with China Unicom with their wide reach and significant customer base, both of which will help strengthen our presence across China as we roll out further LiveScreen Media deployments." LiveScreen allows content providers and advertisers to broadcast targeted content and advertising to the screen of cellphones marketing messages to millions of mobile idle-screens, turning them into a network of interactive billboards, creating a strong revenue stream for operators. Celltick's LiveScreen Media platform will provide official Olympics-related content directly from Xinhua News, the official news agency in China, including the latest news, results and anecdotes, and accompanied by topical games and applications. The service will also include content relating to news, lifestyle, fun, business and entertainment. Celltick's LiveScreen Media application will be embedded on SIM cards that are being distributed in China Unicom retail outlets around Beijing. The service will be available in both Chinese and English. Roamers and visitors to the Olympic Games in Beijing can also use the service by buying a local SIM card at China Unicom retail outlets. China Unicom is an integrated telecommunications provider and one of the two licensed mobile operators in China, with more than 180 million mobile subscribers nationwide. The launch of the LiveScreen Media service in Beijing would be the first in a series of LiveScreen deployments across 15 provinces in China, Celltick said. The Celltick LiveScreen service is also used by Vodafone in India, Vivo in Brazil and EIS in Thailand.