company, Avex Broadcasting & Communications Inc., with Avex Entertainment Inc.(AEI) , a subsidiary of Avex Group Holdings Inc., for the production and on-demand distribution of video content packaged for the mobile phone environment.

The company is scheduled to begin operating in March 2009 with capital of 3.5 billion yen and capital reserves of 3.5 billion yen, 30% from DOCOMO and 70% from AEI.

AEI is a part of the Avex Group, one of Japan's biggest music and movie entertainment companies, with operations involving the production, packaging, sale/distribution (including Web) and rights management of music and visual content not only in Japan but other markets of Asia as well.

Unlike most mobile-content companies that distribute video works which were originally developed for movie theaters and DVD systems, the new company will produce and distribute content developed specifically for the small screens of mobile phones, giving special consideration to scripting, editing, photography, etc. tailored for the mobile phone environment.

DOCOMO will provide its IT infrastructure, advanced mobile technologies and vast experience in providing mobile customers with popular video content. AEI will contribute its expertise in the fields of content creation, artist management and services centered on intellectual property.

After its establishment planned for next February, the new company expects to form content-creation partnerships with five video-content production companies, including Fuji Television Network, Inc., one of Japan's most successful nationwide television networks, and Oz Co., Ltd., whose producer Takashige "Taka" Ichise is responsible for hit horror movies such as "Ringu" (Japanese version of "The Ring") and the Hollywood blockbuster "The Grudge." Additional partnerships are anticipated.

Information Source:    NTT DOCOMO