RNS Number:8591C
Cellcast plc
12 May 2006


Press Release                                                        12 May 2006


                                  Cellcast plc


                         ("Cellcast" or "the Company")


                 Cellcast launches new programming on Freeview
       and pioneers new 'visual radio' on digital terrestrial television


Cellcast plc (AIM:CLTV), the global interactive digital broadcaster, today
announces the launch of its new interactive entertainment services on Freeview's
digital terrestrial television (DTT) platform in the UK including a breakthrough
in interactive TV technology.

The Company has ventured with Top Up TV to trail interactive content and
programming on Smile TV on Channel 37.  This launch is the successful
realisation of a partnership with Top Up TV which was announced at the Company's
admission to AIM in September 2005.  It marks a further step in the Company's
strategy to expand the reach of its programmes through securing new distribution
agreements in the UK as well as internationally.

Cellcast has also worked with Top Up TV to launch an innovative new interactive
service, Top Up Active, on Channel 107.  This will be available to all 6.4
million-plus Freeview households in place of the static 'placeholder' which is
traditionally used on subscription channels to promote a broadcaster's pay
channels.  Cellcast has developed a unique format which utilises all available
bandwidth to provide radio-style broadcasting combined with interactive chat and
games.  Combining talk-radio, participation TV and interactivity, Cellcast and
Top Up TV are pioneering 'visual radio' for the Freeview platform.

Andrew Wilson, Chief Executive Officer of Cellcast plc, said; "This
revolutionary approach pushes the interactive opportunity on Freeview to its
limits.  Where Teletext and similar services use their bandwidth to direct
viewers to the content, this application focuses on user generated content to
entertain the viewer.  This furthers Cellcast's goal to be at the forefront of
the development of innovative platforms for participatory programming.  Top Up
Active's integration of audio and interactivity within such bandwidth
constraints represents a significant technological success for both Companies."

More than 1.1 million UK households took up digital TV in the fourth quarter of
2005 - more than in any previous quarter. Over 800,000 of these acquired
Freeview or Top Up TV.  In March 2006, Freeview enabled receivers were in
approximately 6.4 million homes.  Freeview's share of the digital TV market
(i.e. the proportion of digital households using digital terrestrial as their
sole TV platform) has steadily increased since Freeview's launch in October
2002, and according to Ofcom accounted for 69% of all new digital homes in 2005.

Andrew Wilson, Chief Executive Officer of Cellcast plc, said; "The fact that no
further bandwidth is currently available on the Freeview platform is a measure
of Freeview's success and we are delighted that Cellcast has been able to launch
several new services on what is the UK's fastest growing digital TV platform.
We are pleased to partner with Top Up TV in this exciting new entertainment
offering for UK television viewers.  Using existing production output, we have
been able to extend our reach and demonstrate the effectiveness of our
interactive broadcast model.  At the same time we are developing original ways
of maximising the opportunities that digital TV can offer."



                                    - Ends -



For further information:
Cellcast plc
Andrew Wilson, CEO                                     Tel: +44 (0) 20 7190 0300
andrew@cellcast.tv


Top Up TV Ltd
Nick Markham                                           Tel: +44 (0) 7881 510 115
nick.markham@topuptv.com


Daniel Stewart & Company Plc
Marc Young, Corporate Finance                          Tel: +44 (0) 20 7776 6550
marc.young@danielstewart.co.uk                           www.danielstewart.co.uk



Media enquiries:
Abchurch
Henry Harrison-Topham / Gareth Mead                    Tel: +44 (0) 20 7398 7700
henry.ht@abchurch-group.com                               www.abchurch-group.com



Notes to Editors:

Cellcast plc

Cellcast plc is a leading international provider of participation television
applications and interactive mobile content in the fast-growing multi-platform
digital entertainment sector. Headquartered in London, with associated
operations in Paris, Beirut, Mumbai, Hong Kong and Buenos Aires, Cellcast's
applications and programming are distributed on the Sky Digital platform in the
UK and broadcast partners include Canal+ in France; STB in Ukraine; Future TV,
Dubai Television and Rotana TV in the Middle East; Zee TV and Star TV in India;
TVS-3 in China; Telefe in Argentina; and TeleAmazonas in Ecuador.

Cellcast's revenues streams are independent of both advertising and subscription
fees. With a network of revenue sharing agreements with telecommunications
carriers and aggregators across five continents, Cellcast receives a share of
the call revenue every time a consumer uses a mobile or fixed-line phone to
participate in its interactive entertainment, revenue which is retained or
shared with its broadcast partners. Cellcast's programme formats and proprietary
Interactive Platform (CIP) also facilitate delivery of content to mobile phones,
the internet and broadband-delivered IPTV. This enables viewers to continue
participating in a programme away from the TV, generating 24/7 revenue
opportunities.

Cellcast plc joined the AIM market (AIM) of the London Stock Exchange on 21
September 2005.

Top Up TV

Top Up TV currently offers 14 pay channels on the Freeview DTT platform,
including UKTV Gold, Turner Classic Movies, Discovery Channel, Cartoon Network,
British Eurosport and Boomerang.  Top Up TV can be received using a Freeview
set-top box or television equipped with a card slot or CI slot.


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            The company news service from the London Stock Exchange
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