Celebrity news and gossip site TMZ claims that during the month of December it reached 86.4 million page views on its mobile Web site and application.

TMZ attributes its mobile growth to its breaking news coverage and original reporting on entertainment events such as Tiger Woods' scandal and the sudden passing of Brittany Murphy. In November, the Web site was ranked the No.1 celebrity mobile news site by Nielsen.

?Mobile speaks directly to the desire of TMZ's core demographic to have flexibility in the way they receive breaking celebrity news and entertainment content ? when and how they want it,? said Natalie Farsi, vice president of mobile at Warner Bros. Television Group and Warner Bros. Digital Distribution, Burbank, CA.

?Consumers want to be fully functional and entertained on the go with immediate access to TMZ content and be empowered to have more control over the way they consume mobile media,? she said.

TMZ.com, a celebrity news Web site, launched in 2005. A television program, ?TMZ on TV,? is syndicated and runs on Fox in the United States.

The celebrity news brand is a joint venture of Warner Bros. Television Group's Telepictures Productions and AOL.

Gossip on the go
The entertainment site?s mobile Web portal features advertisements.

Targeting TMZ's core 18-34 demographic, the mobile site runs breaking celebrity news, real-time headlines and developing stories.

In addition, consumers can browse news headlines and updated photo galleries, watch videos, participate in mobile surveys and get advance previews of stories that will air on the syndicated show.

Along with the mobile site at http://www.m.tmz.com and application, TMZ has text alerts.

Consumers can sign-up at http://www.TMZ.com to receive news alerts from the entertainment site.

The mobile site, text message alerts and iPhone application are all featured on the TMZ homepage.

Consumer choice
Ms. Farsi said TMZ has made strides in giving consumers an array of choices when it comes to how and when they want to consume content.

?We recognized early on that multiplatform fluidity was key to extending the reach of this game-changing brand and a very diversified mobile product portfolio has positioned us for a clear growth strategy,? Ms. Farsi said.

?We broadened our direct-to-consumer mobile footprint to have a more direct relationship with our consumers through our ad-supported mobile Web site, iPhone application and messaging product ? in addition to video distribution via carrier decks," she said.

The real-time engagement data that TMZ receives from its direct-to-consumer initiatives is helping to drive and inform its mobile product roadmap.

TMZ?s mobile strategy is not dependent on carrier or third-party licensing fees.

Ms. Farsi said it is challenging to navigate today's fragmented landscape of often incompatible new and emerging mobile platforms, technologies and devices

?Our strategy is to deliver timely content whenever and wherever our viewers, followers and ever-expanding audience want to consume it,? Ms. Farsi said. ?Our goal is to profitably expand the development, distribution and marketing of TMZ content and remain an industry leader  across all distribution channels in the mobile market. 

?Our ultimate goal is to exploit new and emerging platforms to position TMZ for continued growth,? she said.