TV Guide has introduced the next generation of its mobile site, essentially making that location an on-the-go version of its regular Web site.

Consumers visiting the site at http://m.tvguide.com on Web-enabled mobile phones can access the latest television news, information and guidance services.

"We bring customized TV listings that benefit from the extensive data and experience that TV Guide provides as well as entertainment editorial content and interactive services," said Eileen Murphy, spokeswoman at Gemstar-TV Guide International Inc., New York.

TV Guide's new mobile site targets TV fans of all ages and demographics, but especially the 25-34 age group since nearly 25 percent of the media company's user base is within that range.

The free service will offer a personalized 14-day advance peek at localized TV listings with episode descriptions. Mobile readers will also be able to get "Breaking News, "What's on Tonight" and other recaps of what was on the previous night.

In addition, consumers will be able to have customized settings such as My Favorite Shows and My Favorite Channels based on pre-determined preferences.

So, for fans who want to go deeper, the mobile TV Guide can let them select up to five favorite shows that offer episode recaps and show commentary. They can also use a mobile chat service to text with other fans.

Consumers can visit the site directly on their Web-enabled mobile phones. They can also text MOBILE to MYTVG (69884) to have the link sent directly to their Web-enabled phones.

TV Guide's product portfolio includes content, Java downloads, on- and off-deck WAP applications and its flagship Electronic Service Guide.

The TV Guide franchise includes the TV Guide magazine, TV Guide Network on TV and the Web site at http://www.tvguide.com.

Like its sibling properties, m.tvguide.com is supported with advertising. But carrier-driven standard data charges will apply to consumers who access the site.

"We support both banner and text ads," Ms. Murphy said. "We're also working with our ad sales teams for cross-platform promotions."