African-American entertainment giant partners with PlayPhone to launch wireless destination.
The service, dubbed BET Mobile, is accessible via web or WAP (wap.bet.com) across all major North American mobile networks.It offers the usual mix of ringtones, wallpapers and games based on BET's TV programming and various music artists.
Users buy content using BET credits, five of which are bundled with the basic £3.99 a month subscription.
The deal represents another big-brand feather in PlayPhone's cap, with the company already powering mobile content services for the likes of Wal-Mart, ABC and Cartoon network.
It also powers D2C services under its own PlayPhone and Splash brands.
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