CHUM Radio and MyThum add mobile interactivity to "The Sound Lounge" hosted by 104.5 CHUM FM's Cory Kimm.



    Listeners can use text messaging to interact with radio and web
    programming in real time

    TORONTO, Feb. 6 /CNW/ - CHUM Radio and MyThum Interactive continue to
make radio an interactive experience with The Sound Lounge, hosted by Cory
Kimm, which debuted Monday, February 5th on Toronto's 104.5 CHUM FM and on
CHUM Radio Stations across Canada.
    The Sound Lounge features live in-studio performances, interviews with
music artists as well as pop culture news. The program is powered by
Never.no's Interactivity Desk software and allows listeners to easily
communicate with Cory, popular artists and other fans across Canada simply by
sending in a text message.
    "CHUM Radio is excited to work with MyThum on this initiative, which is
the beginning of a large multiplatform extension of our radio brands and new
audio entertainment services to cater to the changing needs of consumers."
said Rob Farina, VP of Program Development for CHUM Ltd.
    Interactivity Desk is CHUM Radio's content management editorial tool,
served and supported from the MyThum hosting centre in Toronto. It is already
an integral component to CHUM Television's PunchMuch, Canada's first fully
automated all-request video service which enables viewers to program the
television channel from their mobile phone.
    "We are very excited to see CHUM use this solution across their various
media properties," said Michael Carter, President and CEO of MyThum
Interactive. "CHUM is clearly a market leader when it comes to understanding
the value of the mobile phone in creating real-time interactivity with its
audience."
    According to the Canadian Wireless Telecommunications Association (CWTA),
Canadians sent more than 1.5 billion text messages in 2005, more than double
the 710 million sent in 2004.
    "The CHUM Radio installation proves the value of our software when used
across several media, and the ease of adaptation to any medium and any
distribution form," said Lars Lauritzsen, CEO of never.no AS. "Interactivity
Desk is ideally suited to meet CHUM's requirements for a fast-paced editorial
tool."

    About CHUM Limited

    One of Canada's leading media companies and content providers, CHUM owns
and operates 33 radio stations, 12 local television stations and 21 specialty
channels, as well as an environmental music distribution division. Through
international format licences and program sales, CHUM's original content is
seen in over 130 countries worldwide and is distributed via new media
platforms, including interactive television, wireless services and exclusive
CHUM-branded Internet properties.

    About MyThum Interactive Inc.

    MyThum Interactive is Canada's leading mobile media company, helping
brands and broadcasters to build a direct relationship with consumers through
their mobile phone. MyThum powers mobile strategies using a comprehensive
toolkit that includes text messaging, interactive television, rich content,
interactive voice response and promotion through out-of-home digital media.
MyThum is a privately held company based in Toronto. Learn more at
www.mythum.com.

    About Never.no

    Never.no is a provider of enabling technologies for digital cross-media
communication. Never.no is headquartered in Oslo, Norway, with customers in
Europe, Middle East, Asia and North America.





For further information:

For further information: Amy Wong, Marketing Coordinator, MyThum
Interactive, (416) 704-9134, awong@mythum.com; Rob Farina, Vice President
Program Development, Chum Limited, (416) 926-4195, rob.farina@chumradio.com;
Lars Lauritzsen, CEO, Never.no AS, +47 900 75 420, lars@never.no

Organization Profile

MYTHUM INTERACTIVE INC.

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