PRESS RELEASE EMI Music Partners With Rhythm NewMedia to Trial Ad-Supported Mobile Music Video Business

"EMI Music, (LSE: EMI.L) the world's largest independent record company and Rhythm NewMedia, a mobile advertising company headquartered in Silicon Valley, are collaborating on pioneering advertising-supported mobile video trials with mobile carriers in the United States. EMI is the first major music company to experiment with ad-supported, on-demand and pre-programmed mobile video content, and is the exclusive music video provider partner for the trial.
The trials, already underway, offer participating consumers free mobile video content with television-style advertising embedded in a highly targeted fashion. The trials will continue through fall of 2006.
'Mobile continues to be a huge growth opportunity for EMI and an exciting way for fans to connect with artists. We're committed to exploring new ways of getting our content into the hands of music consumers using both proven and promising experimental business models,' said David Munns, Chairman and CEO, EMI Music North America. 'Rhythm NewMedia is at the forefront of innovation with their approach, and we're excited to be right there with them.' "