Entertainment Maven Jeffrey Edell Joins Whoop(SM) Board of Directors

February 25, 2009

Former DIC Entertainment President and Chairman of Intermix Media, Parent of MySpace, Goes Mobile

ATLANTA, Feb. 25 /PRNewswire/ — Whoop(SM) announced today that Hollywood entertainment executive Jeffrey Edell has joined its board of directors. Edell was most recently president and director of DIC Entertainment, a publicly-traded international global brand management and entertainment company dedicated to producing, distributing, marketing and merchandising family-based intellectual properties such as Strawberry Shortcake and Inspector Gadget.

“Whoop can turn mobile devices into rich media players, making them ideal outlets for short-form engaging entertainment content,” said Edell. “This opens up a whole new distribution channel for current content libraries and provides a new medium for content created exclusively for the mobile platform. I am thrilled to be at the forefront of this exciting mobile content and distribution market with Whoop and look forward to working with a very seasoned board and management team.”

“Steeped in the entertainment industry, Jeffrey intuitively understands why content combined with distribution is critical and how mobile content can be an ace in the hole,” said Mark Morel, chairman and CEO of Whoop. “With 4 billion mobile devices, the world is itching for compelling, timely, and engaging mobile content that makes their lives more enjoyable and productive. It’s great to have Jeffrey on board.”

Edell has leveraged his financial, operational and management experience across a multitude of industries throughout his extensive business career, particularly in new media/technology and in the TV and filmed entertainment areas. As president of DIC Entertainment, the largest independent producer of Kids entertainment properties in the U.S. with an extensive licensing business, he helped successfully integrate the largest independent licensing business in Pan-Europe in Copyright Promotions Limited (CPLG), and founded and launched Kidsco, an independent Kids Cable Network, with partners Sparrowhawk Media (NBC/Universal) and Nelvana (Corus). His efforts culminated in the sale of DIC to Cinar parent, Cookie Jar Entertainment, in late 2008.

Prior to DIC, Mr. Edell served as the president/CEO of Vertical Branding, Inc., a products/infomercial company, through mid 2006, then staying on to serve as its chairman through the end of 2007. In 2005, he orchestrated a reverse merger to take Vertical Branding public.

Mr. Edell was also chairman of Intermix Media (founding parent of social networking giant MySpace, among its 30 plus other on-line businesses). While at Intermix he helped to: stabilize a delisted NASDAQ company, raise appropriate capital and obtain a relisting on the American Stock Exchange (AMEX). Intermix was sold to NewsCorp in 2006 for approximately $700 million.

From 1995 to 2000, Mr. Edell was president/CEO of Soundelux Entertainment Group, a fully integrated entertainment content and services company that won five Academy Awards and more than 50 Emmys, where he devised company strategy and oversaw day-to-day operations. His tenure culminated in a sale to John Malone’s Liberty Media Corporation in 2000.

Mr. Edell also co-founded and was the first chairman/CEO of elabor.com, a privately-held software and technology company that was sold in two tranches, the first to Microsoft and then the balance to ADP in 2002. Edell has also held senior level positions with the Transamerica Group. In 1994, he assisted in taking his family’s vitamin business public and served on its board until it was successfully sold in 2003. Prior to that he obtained his CPA designation while working with the international accounting firm KPMG.

Mr. Edell is a member of the Academy of Motion Picture Arts and Sciences and the Academy of Television Arts and Sciences and has been a member of the Young Presidents Organization since 1996. He was named Entertainment Entrepreneur of the year 2000 by NASDAQ and Ernst and Young. Mr. Edell obtained his Bachelors of Science in Commerce degree from the McIntire School at the University of Virginia with an emphasis on Accounting, Taxation and Law. He resides just north of Los Angeles, California and is married with three beautiful children.

About Whoop. Delivered via a Web-based platform, Whoop makes it easy for everyone to create, publish and share text, mobile content or rich media to virtually every mobile device. Customers include large and mid-tier companies, publishers, ad agencies, PR firms, interactive studios and direct marketing agencies. Whoop has operations in the U.S., Europe and South America. For more information, call +1-877-88Whoop or visit www.whoopmobile.com.


Source: newswire

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