It's Meffies Time

David Murphy

The Mobile Entertainment Forum (MEF) has announced details of its third annual Mobile Entertainment Awards, the 'Meffies. Three new categories have been added to the awards in order to, in the MEFs own words: distinguish and champion the progress made by the industry globally in meeting the needs of the consumer. Research from Informa states that the mobile entertainment industry accounts for $16 billion in global revenue and is forecast to rise to $42 billion by 2010.
The Meffies honour the companies and individuals who have pioneered new ideas, technologies and innovations which have shaped the industry, and are judged by an independent global panel of media and telecoms industry analysts and journalists.
Last years winners included Endemol UK  with Victoria Real,  which took the Mobile Content Award for 'Celebrity Big Brother 3'; and Vodafone, which took the Mobile Music Award for its Vodafone Live! Full Track Music Download service.
The three new categories this time include the Mobile Entertainment Operator Award, for the carrier with the most compelling and comprehensive offering; the Mobile Entertainment Handset Award; and the Mobile Entertainment Marketing Campaign Award. These join the five existing categories for Mobile Games, Mobile Music, Mobile Content, Mobile Services, and Mobile Entertainment Innovation.
In addition, MEFs board will once again honour an individual for their outstanding contribution to the development of the mobile entertainment industry. Vesa-Matti Paananen was the winner of the inaugural award in 2004 for his pioneering work to commercialise the ringtone.  In 2005, the award went to Taneli Armanto, the Nokia design engineer who brought the game 'Snake' to the mobile phone.
Were proud of the status of the Mobile Entertainment Awards as the industrys most coveted trophies says MEF Executive Director, Rimma Perelmuter. Their genuine global reach, the rigorous judging procedure and their established reputation are just some of the reasons why they are held in such high regard. The three new categories weve introduced this year set a new standard for measuring the industrys commitment to providing accessible and desirable mobile entertainment offerings.   
The Awards will take place alongside Mobile Entertainment Market (MEM) 2006 at the Business Design Centre, Islington. Winners will be unveiled at a special ceremony on 24 May 2006, in front of an assembled crowd of industry leaders and media.
Companies looking to enter the can obtain full details from the MEF website. The deadline for applications is 29th March.