Cellcast Plc is engaged in production and broadcast of participation television (TV) formats. The Company is engaged in production and distribution of participatory television formats across multiple digital platforms in the United Kingdom. The Company's services enable broadcasters, content developers and mobile network operators to profit from the growth of interactive and transactional television programming. The Company develops, aggregates and distributes a portfolio of mobile and participatory television applications that leverage the evolving use of mobile phones and the Web to provide a personal entertainment experience. Its system-agnostic operating model captures new telephony-based pay-to-play and pay-to-participate revenue streams facilitated by a proprietary interactive platform, which together with applications and program formats, enable consumers to participate using mobile and fixed-line telephones, the Web and other wireless devices.