Warner Bros. Television Group's TMZ has debuted an Android application, expanding its mobile platforms to reach broader audiences.

The ad-supported application will give consumers access to the site?s latest information. TMZ also has an application for the iPhone and iPod touch.

?Our core mobile strategy is simple: deliver timely and compelling content to our ever-expanding audience of viewers/followers/users whenever and wherever they want it,? said Natalie Farsi, head of mobile at Warner Bros. Television Group and Warner Bros. Digital Distribution, New York. ?The launch of the TMZ Android app is a continuation of that effort to broaden our mobile footprint and engage our consumers.

?With the success of the TMZ mobile Web site, the iPhone app, breaking news alert product and video distribution initiatives, we're positioning ourselves for continued growth and to serve our audience in the mobile space,? she said. ?The TMZ Android app is now a key piece of that strategy.?

TMZ is an entertainment news source, used by national networks and local newsgathering organizations nationwide, as well as international media.

Android app
The application lets consumers browse and navigate through breaking news, video clips and hundreds of celebrity photos.

Additionally, Android users can send the TMZ staff a hot tip directly via the application.

The application features a full-screen video player with advanced in-video navigation capabilities.

?We launched the TMZ iPhone and iPod touch app in the Apple App Store in February 2009, making it the first leading comScore-indexed entertainment news site to debut a mobile app, and it's been extremely popular so far,? Ms. Farsi said.

?According to Nielsen's latest mobile report in January 2010, TMZ Mobile has over 3.4 million unique users to its mobile Web site and iPhone app combined, with an average of 10.4 visits per person, and generates over 119 million page views per month,? she said.

Mobile content
Users can watch a video clip while simultaneously using a picture-in-picture clip browser view to pick their next selection with just one touch on the screen.

In addition, after a video has completed, the next video automatically begins playing.

The company claims that its mobile site has over 3.4 million unique users and the iPhone application has exceeded over 330,000 downloads.

Consumers can email and share clips and posts with friends via Facebook, Twitter and other social networks, and they can also save their favorite stories.

The company has teamed up with Rhythm NewMedia, an ad-supported mobile video applications company, to build and power the Android application.

The application is supported by both display and in-video advertising, with in-video advertising being sold and served by Rhythm.

?If our consumers are on Android, we want to be on Android,? Ms. Farsi said. ?It's one of the fastest-growing mobile platforms, and it will play an important role in helping TMZ profitably reach a broader mobile audience and remain an industry leader in the space.

?Like TMZ's popular iPhone app, the Android app gives users up-to-the-minute access to their favorite celebs, whenever entertainment news breaks and wherever they are,? she said.

?We're featuring multiple advertisers and working with several leading mobile ad networks in order to provide the best user experience.?