CNN has expanded its mobile offering to allow users to access its free mobile Web site via their handset's camera.

The media company has partnered with MyClick for the launch of CNN MyClick. Users can now take a picture of a CNN logo and within seconds connect to CNN's mobile news site at http://cnnmobile.com to access the latest news, headlines and stories.

"If you look at it from CNN's perspective this is part of their ongoing strategy to reach consumers wherever they are however they want to access content," said Kevin Cohen, senior adviser MyClick, Atlanta.

CNN Mobile is CNN International's service for mobile devices. Launched in 1999, it claims to be the first mobile telephone news and information service available globally with targeted regional content.

CNN is a leading global 24-hour news network and a wellknown source for news and information. The CNN brand is available to 2 billion people via 18 CNN branded TV, Internet and mobile services produced by CNN Worldwide, a division of Turner Broadcasting System Inc. and a Time Warner company.

CNN Myclick has been designed to recognize the official CNN logo anywhere it is in print form which can include magazines, leaflets, brochures, billboards or even when the image is captured from the television screen.

"CNN is our preferred choice among news broadcasters for implementation of this application," said Justin Tsang, chief technology officer of MyClick Media, Hong Kong. "Consumers who go to CNN for up-to-the-minute news will want content upon demand.

"Our image matching technology makes this easy and fun for people to click and access content on the go," he said.

The CNN MyClick application is currently available in more than 13 countries in Asia Pacific: Hong Kong, Taiwan, Indonesia, Malaysia, Philippines, Singapore, Thailand, South Korea, India, Pakistan, Sri Lanka, Bangladesh and China.

The application is compatible with a range of GPRS and 3G-WAP-enabled mobile devices and PDA smartphones.

Users can download the application to their mobile by going to http://cnnmyclick.com.

Once the application is loaded onto the mobile phone the interface allows users to choose their access point to CNNmobile.com either by photo matching, pressing "CNN" corresponding to "266" on the phone keypad or clicking to "CNN Mobile".

"Integrating the MyClick technology serves to reinforce our leading position in offering innovative mobile solutions to users across the region," said Ringo Chan, vice president of wireless, interactive content, development and distribution at Turner International Asia Pacific.

"We want to seamlessly connect them to CNNmobile.com so they can stay informed about the world around them," he said. "It is about engaging users in a unique experience anytime and anywhere."