Turner Broadcasting System Inc. a division of Time Warner, is the launch sponsor of TV Guide Mobile, TVGuide.com?s new iPhone application.

TVGuide.com?s application provides consumers with location-based television listings, a search feature and the latest entertainment news. Turner has banner advertisements at the top of every page within the application.

?Our strategy with this launch is to extend the reach of TV Guide to as many platforms as possible,? said Paul Greenberg, executive vice president and general manager of TVGuide.com, New York. ?Launching the iPhone app and soon others for multiple mobile platforms allows us to reach our consumers wherever they are.?

TVGuide.com and the TV Guide network are owned by Lionsgate and One Equity Partners. TV Guide Magazine is not under the Lionsgate banner and is owned by OpenGate Capital.

Turner Broadcasting System creates programming for branded TV networks such as CNN, TBS, TNT and Cartoon Network.

Currently, an advertisement for comedian George Lopez?s show ?Lopez Tonight? appears on all of the pages within the TV Guide application.

When clicked, the advertisement takes consumers out of the application and opens the official Lopez Tonight Web site, which is not a mobile-optimized site.

?Turner has always been a great, forward-thinking partner for us who is willing to take risks,? Mr. Greenberg said. ?Several years ago, they signed on as the charter sponsor of our Online Video Guide search engine before it had launched, and we had great success with that application for them. 

?We very much enjoy working with them,? he said.

Mr. Greenberg said that TVGuide.com reaches more than 20 unique million viewers per month.

TVGuide.com claims members of its audience average five visits per month, 13 minutes per visit and 18 page views. In addition, the TV Guide Web site claims 50 percent of its fan base is under 35 and that 29 percent earn a household income of more than $100,000 a year.

TVGuide.com also has a WAP site at http://m.TVGuide.com where consumers can register or login with their TVGuide.com account to see 14 days of personalized TV listings, set SMS reminders for specific shows, browse entertainment news, read show recaps and chat via text with other fans.

Consumers can also text the keyword MOBILE to short code MYTVG (69884) to have the WAP URL sent directly to their mobile device.

?Our WAP site has been up for a couple of years and because of it we reach our audience on whatever platform they want to reach us on,? Mr. Greenberg said. ?The iPhone is another great way people can interact with our content and product.?

Mr. Greenberg said that at this time TVGuide.com does not have any exclusive content planned for the iPhone application.

Within the application, consumers can browse 14 days of TV listings or create an editable listing of their favorite channels and programs.

The search feature lets consumers find programming information by searching show name, cast member or episode title. The search results are organized by date, alphabetical order or genre.

In addition to the programming information, TVGuide.com?s entertainment news is aggregated and stripped down to plain text inside the application.

Mr. Greenberg said that mobile is a good fit to extend the TV Guide brand because the entertainment giant has acquired a younger audience.

?We?ve grown our audience dramatically and we made it much younger,? Mr. Greenberg said. ?So we?ve turned the brand digital and exposed it to a whole new audience.

?With so many more people buying iPhones and using apps, this was a good way to continue to extend our brand to as many people as possible,? he said.