Third Channel Communications Taps into Hollywood's Multi-Billion Dollar Mobile Marketing Future

May 11, 2005 -- Third Channel Communications, a premiere mobile marketing firm created by entertainment and advertising veterans Beverly Macy and Terry Balagia, is a category-first company that brings traditional ad agency disciplines to the exploding mobile market.

“In an age where the target demographic rarely reads newspapers or magazines—and skips TV commercials entirely—companies are desperately searching for a new way to get out their message. We believe the mobile component is the new consumer touch point that provides instant actionability to calls to action seen on billboards, print ads, interactive television, and other messaging," says award-winning ad veteran Terry Balagia, Co-Founder and Managing Partner. “Third Channel offers the perfect compliment of agency knowledge and the ability and know-how to navigate the complex world of service providers, telco carriers, handset manufacturers, etc. We’re the one call for all mobile marketing needs for agencies and marketers alike.”

And call they will. What’s fueling cell phone entertainment and advertisement penetration is the permission-based nature of the cell phone. Users request information and interaction via text messaging and downloading and will not tolerate spam in any form. And the numbers show they’re requesting it in record form. According to ARC, global sales of ringtones alone will surpass $5.2 billion by 2008. “This is pure pull marketing,” says Balagia. “The user has total control of the small screen – the third channel. Our company respects that.”

Currently, there are over 1.5 billion cell phone subscribers in the world and the company’s high profile clients are looking to expand their reach beyond TV and the Internet into their consumer’s hands. According to Gartner, that number is expected to reach 3 billion subscribers by 2010. Co-Founder and Managing Partner Beverly Macy notes, “Third Channel enables its brand partners to expand their traditional reach via consumer’s cell phones. Look around – everyone’s watching their phones.”

Third Channel is also looking to expand its services to India and China to satisfy the insatiable demand for Hollywood entertainment and the need for results-driven marketing expertise overseas.

About Third Channel Communications
Third Channel Communications was founded in March 2005 as a premiere provider of mobile marketing and communications solutions that integrate with existing campaign efforts by extending the message well beyond traditional advertising media directly into the hands of consumers.

A four-time CLIO winner, Terry Balagia started his career in New York at agencies including McCann Erickson, Campbell-Mithune-Esty and Grey Advertising. Prior to co-founding Third Channel Communications Terry was named senior VP of creative marketing for Fox Broadcasting Company in 2003. Mr. Balagia moved to Fox from D'Arcy, Masius, Benton & Bowles, where he was senior VP and executive creative director. While at D'Arcy, Balagia's tenure included campaigns for Activision, Sonicare, Chandron Winery and Blue Cross. His resume includes a stint at Saatchi & Saatchi Advertising, serving as creative director on the firm's Toyota of North America account. He also was executive creative director of Saatchi/Canada, handling the company's nationwide offices.

Beverly W. Macy is a seasoned executive in both rapidly growing and mature companies. Prior to co-founding Third Channel Communications she was CEO of Y&M Partners LLC, a boutique investment bank and strategic advisory company in Beverly Hills, CA. Previously, she successfully positioned an emerging Internet technology company for merger with a leading global telecommunications company and also facilitated the acquisition of an entertainment company at the height of its growth. Macy spent 14 years at Xerox Corporation in global sales and marketing and began her career at Wang Laboratories in software development. She teaches Competitive Marketing and Strategy at UCLA.