Editor’s note: Cindy Stranad has been covering the CTIA Wireless show this week in Atlanta for LTW.

ATLANTA – AT&T Wireless is hoping to capitalize on the continuing popularity of American Idol by becoming the exclusive provider of “American Idol — The Wireless Game”.

Mobliss, a creator of entertainment mobile media based in Seattle, has one key objective: Develop and release games that keep mobile users glued to their handsets. “Idol” is its latest effort.

Mobliss has shown success with other branded games including the “Family Feud” and “The Price is Right”. Carriers are looking to drive incremental sales and subscribers.

The New York Times is also partnering with Mobliss to offer its crossword for wireless users. Professional Golf Association tour news will also be offered by Mobliss.

Mobliss said at the Wireless 2004 CTIA show in Atlanta that it will partner with AT&T to bring wireless customers American Idol news, song lists, judges’ biographies, and show recaps featuring the “Jaded Journalist”.

“We have the same expectation for success with American Idol, which has been highly sought after by the fans of the show,” said Keith Hindle, vice president of integrated marketing and interactive for FremantleMedia North America, who owns and produces the Idol brand worldwide jointly with 19 Entertainment.

TV programs and mobile content merge

On the heels of American Idol, Mobliss also has agreed to provide wireless text messaging for Nickelodeon’s 17th Annual Kids’ Choice Awards, on April 3. Mobliss has created and managed the Short Message Service (SMS) voting application for the event allowing kids to vote while they’re watching TV.

Carrier partners can choose from a variety of proprietary tools from Mobliss to create and deliver mobile games, sweepstakes, alerts, and polling solutions. Programs have been carried out for The Coca-Cola Company, USA Networks, FOX and Toyota. The company’s strategic wireless partners have included Cingular Wireless, Verizon Wireless, and T-Mobile.

Mobliss: www.mobliss.com