Apple’s haphazard app review process has led to a string of recent head-scratchers industry-wide.

Apple in early June censored an iPad graphic novel adaptation of Oscar Wilde’s “The Importance of Being Earnest,” and then reversed its decision.

Apple did the same with a comic adaptation of the James Joyce classic novel “Ulyssess” for the iPad, blocking the app for some graphic panels, and then undoing its decision after finding the product had artistic merit.

“Apple is in the power seat, serving as judge, jury and censor on the one hand, and on the other hand they’re hit-makers,” said Catherine Warren, president of Vancouver-based FanTrust Entertainment Strategies, an entertainment industry business developer.

“They’re in a position to prevent, delay or fast-track distribution. But if distribution is prevented or delayed, that hurts producers and fans who want the content,” Warren adds.

Excerpted from the Hollywood Reporter article by Etan Vlessing. You can view the full article here.

Read the full NewTeeVee article

Santa Monica, CA / Waterloo, ONTARIO  – RingTales (www.ringtales.com), a digital media content company that produces and syndicates animated video versions of world renowned print cartoons s across all digital media, and Metranome (www.metranome.net), a leading mobile applications production company, have partnered to launch the first ever animated Dilbert and New Yorker “Cartoon a Day” integrated calendar applications for BlackBerry.

FanTrust client Metranome 2009 is one of Canada’s Top 20 Innovative Companies and winner of the 2009 International ITV Award for best Mobile Interactive App.

Read the full press release

Since its inception, AdMob has served more than 125 billion mobile ads (according to the counter on its homepage) across a variety of platforms including iPhone and Android.

Read the full article at Mashable.

Every mobile conference or editorial in 2009 has started out with a discussion on the application revolution. If apps are key to the mobile experience, here are some things to be aware of. Nielsen presented stats at a recent MEF event panel that clearly show:

1. Five is the magic number of apps that the consumer is willing to have at any given time. How do you become one of the “fav five”?

2. When mom or dad pay for the application, sales rise. After 17 years old, the pendulum moves to free apps. How does the app monetize its audience? What is the advertising biz model?

In his article, Gary Schwartz goes on to identify Metranome as one  Canadian application developer leading the charge globally, creating apps “likely to make the five faves due to rich content partnerships and appealing advertising models.”

To read more, visit Media in Canada

But mobile measurement can accurately tackle “place” of engagement, “quality” of engagement, “duration” of engagement, and the Holy Grail of “conversion” to high ROI destinations . . .

Read the full article by Gary Schwartz, CEO / President of Impact Mobile at Mobile Marketer

WATERLOO, ONTARIO/VANCOUVER, BC – January 20, 2009 – Metranome, the creators of mobile video applications for smartphones and portable devices such as the iPhone™ and iPod touch®, has retained FanTrust Entertainment Strategies for business development, community-building and to capture its share of the global mobile content sector worth $167 billion by 2013.

“We chose FanTrust for our business development because of its track-record in digital deal-making, its global executive network of video rights-holders and its audience-building strategies,” said Metranome CEO David Kruis. “We are working with FanTrust to attract world-class content partnerships and grow our international fan base.”

Mobile video uptake is growing at a staggering rate. To date, Apple® is estimated to have shipped more than 10 million 3G iPhones – and already about 30 percent of iPhone users watch mobile video on their devices. In the third quarter of 2008, total mobile video downloads across all handsets increased by almost 90 percent from the previous quarter.

“Metranome can do for mobile video what TiVo™ did for television,” said FanTrust Entertainment Strategies president Catherine Warren. “Consumers want relevant, high-quality video-to-go and entertainment companies want their videos in consumers’ pockets. Metranome has created the killer mobile app that will unite this powerful triad of targeted video, fans and brands.”

Metranome’s application Poptiq delivers short form, entertaining and informative videos to mobile users, learning their likes and dislikes to ensure videos remain relevant. Poptiq users can also share videos with their friends via social networks using the Poptiq applications on Facebook, MySpace, and Twitter. Poptiq’s groundbreaking approach provides a high quality video experience to mobile users, regardless of network connection. By connecting to WiFi networks to retrieve new videos for each user, Poptiq delivers the lowest cost mobile video experience available today. Mobile viewers can then watch these videos on their own schedule, even when they do not have WiFi access.

Poptiq is currently available for download to the iPhone and iPod touch from the Apple iTunes App Store and the Poptiq website: www.poptiq.com. The full version of Poptiq is available for $3.99. The company offers Poptiq Lite, a trial version, for free.

Metranome recently closed a financing with Tech Capital Partners, bringing its total raised to more than $2M for expanding application development and delivering Poptiq to other mobile devices. “This type of cross-platform mobile video will provide a tremendous breakthrough for the entertainment industry, fans and advertisers in the year ahead,” said Warren.

About Metranome Inc.
Metranome is a leading provider of mobile video solutions for consumers, brands, and content producers. Poptiq, Metranome’s mobile video application, was released for the iPhone and iPod touch in September 2008, supporting major content creators and publishers in their efforts to connect with and engage mobile users through video. Metranome also works with leading advertising networks and brands in bringing video messaging to mobile users. Metranome is a venture-backed private company. For more information, please visit www.metranome.net and www.poptiq.com.

About FanTrust Entertainment Strategies
FanTrust provides the entertainment industry with strategies and tactics for digital media growth, including raising capital, distribution deal-making, revenue generation and cross-platform production, partnerships and fans. FanTrust also helps technology distribution companies with business development, strategic ventures and community-building in entertainment, including games, television, movies and animation. In essence, FanTrust serves as digital matchmakers, helping bridge different media and build innovative companies and intellectual property. With a laser focus on the fans, FanTrust helps clients capitalize on the digital audiences and committed consumers that interact with multi-platform content. www.FanTrust.com

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To set up a media interview or for more information, please contact:
Brandi Sundby
FanTrust Entertainment Strategies Consultant
Tel: 778-896-0570 (Pacific Time Zone)
bsundby@fantrust.com