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AT&T Wireless and FOX's 'AMERICAN IDOL' Go Mega-Platinum, Setting New World Records in Text Messaging

Posted on: Thursday, 27 May 2004, 06:00 CDT

REDMOND, Wash., May 27 /PRNewswire-FirstCall/ -- For the second year in a row, AT&T Wireless has recorded an unprecedented volume of text messages sent during the "AMERICAN IDOL" finale, and created the single largest text-messaging event by a single carrier worldwide. The company's involvement with "AMERICAN IDOL" over the past two seasons has re-written the script for how television sponsorships can be delivered in North America.

In total, 13.5 million "AMERICAN IDOL"-related text messages were sent by AT&T Wireless customers throughout the season, including fan mail, games, sweepstake entries, trivia, song dedications, and votes. This represents an 80 percent increase over last season's showing of 7.5 million text messages. Since "AMERICAN IDOL" was consistently ranked as one of the highest rated shows on television, AT&T Wireless believes that this year's sponsorship solidified the use of text messaging in television programming and further educated U.S. consumers about text messaging.

Other record-breaking statistics revealed by AT&T Wireless include:

* More than 40 percent of all participants had never even sent a text

message as an AT&T Wireless customer before "AMERICAN IDOL"

* The number of text message votes received increased by nearly 700

percent from the first voting episode to the last voting episode

"Our sponsorship of 'AMERICAN IDOL' is the seminal event that got mainstream America text messaging," said Andre Dahan, president of AT&T Wireless Mobile Multimedia Services. "Over the past year, more and more television shows have incorporated an element of text messaging into their programming -- and the entertainment industry isn't alone in its desire to capitalize on this growing trend. Our success with 'AMERICAN IDOL' underscores our goal of making texting as common as talking on wireless phones."

"AT&T Wireless continues to demonstrate strong focus and commitment to building its text messaging business," said Linda Barrabee, senior wireless analyst at the Yankee Group. "Through 'American Idol,' their efforts in interactive television show programming demonstrate a leadership position in this space in the U.S. market. Over the past two years, AT&T Wireless has helped build and promote new areas of opportunity for both the wireless and entertainment industries, and also show that text messaging can be used for more than just peer-to-peer communications."

Leading the Adoption of Messaging in the U.S.

AT&T Wireless pioneered "TextTV" last year with its sponsorship of "AMERICAN IDOL." The company leads the text message space in terms innovation and quality.

AT&T Wireless was among the first of the national carriers to offer text messaging in the U.S. beginning in October 2000. In November 2001, AT&T Wireless became the first national carrier to allow its customers to send text messages to virtually any wireless phone -- regardless of the carrier -- simply by knowing the recipient's phone number. In July 2002, AT&T Wireless became the first carrier to introduce color picture messaging in the United States. In February of 2003, the company introduced multimedia messaging service (MMS) to the U.S., allowing customers to combine color pictures, animations, text and sound that can be sent to and from wireless phones. Today, AT&T Wireless is actively working to be among the first carriers in the U.S. to launch inter-carrier MMS services this year.

AT&T Wireless customers can take their compatible phones to over 125 countries and use international text messaging to stay connected to family, friends, and business colleagues in more than 60 countries around the globe. In addition, unlike with most other carriers, AT&T Wireless customers only pay for text messages that they send. Customers can receive an unlimited number of peer-to-peer text messages at no charge. For additional information about the text messaging and "AMERICAN IDOL," visit http://www.attwireless.com/.

About AT&T Wireless

AT&T Wireless is the second-largest wireless carrier, based on revenues, in the United States. With 21.692 million subscribers as of March 31, 2004, and revenues of more than $16.8 billion over the past four quarters, AT&T Wireless delivers advanced high-quality mobile wireless communications services, voice and data, to businesses and consumers, in the U.S. and internationally.

About American Idol

Five-time Emmy-nominated "AMERICAN IDOL" was created by Simon Fuller and developed by FremantleMedia. Executive producers are Simon Fuller for 19TV and Cecile Frot-Coutaz for FremantleMedia North America. Nigel Lythgoe and Ken Warwick are co-executive producers.

American Idol(R) 19 TV Ltd. and FremantleMedia North America, Inc. Based on the television program "American Idol" produced by FremantleMedia North America, Inc. and 19 TV Ltd. Licensed by FremantleMedia Licensing Worldwide. http://www.fremantlemedia.com/

About FremantleMedia

FremantleMedia is one of the largest producers of entertainment programs and serial dramas in the world, producing over 260 programs in more than 40 countries each year. FremantleMedia North America produces such classic favorites as The Price is Right and Family Feud, and, with 19TV, the recent smash reality hit American Idol. FremantleMedia Licensing North America is a market leader in brand extension, with off-screen activities in mobile telephony, online entertainment, slot machines, live events and retail products.

FremantleMedia is the content business production arm of the RTL Group, Europe's largest television and radio company, with interests in 23 television channels and 22 radio stations in nine European countries.

Forward Looking Statements

This press release contains "forward-looking statements'' which are based on management's beliefs as well as on a number of assumptions concerning future events made by management with information that is currently available to management. Forward-looking statements may include, without limitation, management's expectations regarding: our future financial and operating performance and financial condition, including the company's outlook for the fiscal year 2004 and subsequent periods; the outcome of our pending transaction with Cingular; subscriber growth; industry conditions; the strength of our balance sheet; our liquidity and needs for additional financing; and our ability to increase revenue, margins and operating free cash flow.

Readers are cautioned not to put undue reliance on such forward-looking statements, which are not a guarantee of performance and are subject to a number of uncertainties and other factors, many of which are outside AT&T Wireless' control, that could cause actual results to differ materially from such statements. Without limitation these factors include: the risks associated with the implementation of our technology migration strategy, uncertainty concerning the effects of our pending transaction with Cingular, our ability to continue to reduce costs and increase the efficiency of our distribution channels, the potential competitive impacts of industry consolidation or alternative technologies, potential impacts on revenue and ARPU from competitive pricing and slowing penetration in the wireless industry, the effects of vigorous competition in the markets in which we operate, the risk of decreased consumer spending due to softening economic conditions, acts of terrorism, and consumer response to new service offerings.

For a more detailed description of the factors that could cause such a difference, please see AT&T Wireless' filings with the Securities and Exchange Commission, including the information under the heading "Additional Factors That May Affect Our Business, Future Operating Results and Financial Condition" and "Forward Looking Statements" in its annual report on Form 10-K filed on March 5, 2004.

Danielle Perry Jeremy Pemble

201-576-7707 (office) 425-580-5997 (office)

908-391-3524 (wireless) 206-696-6199 (wireless)

AT&T Wireless

CONTACT: Danielle Perry, +1-201-576-7707, or wireless, +1-908-391-3524,or Jeremy Pemble, +1-425-580-5997, or wireless, +1-206-696-6199, both of AT&TWireless

Web site: http://www.fremantlemedia.com/

Web site: http://www.attwireless.com/

Web site: http://www.attws.com/

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