Mobile solutions enabler m.Net Corporation Ltd has formed a partnership with the Seven Network to provide mobile content services for Seven and the magazine brands of its wholly owned subsidiary, Pacific Magazines.

As part of the agreement, Seven will join Telstra and Alcatel as m.Net’s major shareholders.

m.Net Corporation CEO Horden Wiltshire said the move would enable Seven to quickly extend its brands into mobiles, from SMS interactivity through to 2.5G and 3G downloadable content, across all Australian telecommunications carriers.

“Seven was attracted to m.Net’s philosophy of providing content across all carrier platforms,” Wiltshire said.

“Consumers will now have the opportunity to access full content in a magazine or on TV as well as value-added content on the mobile phone or on the web.”

m.Net Corporation intends to mobilise Seven’s content assets such as Home and Away and The Great Outdoors through to Girlfriend, New Idea, k-zone and Better Homes & Gardens magazines. m.Net already counts Austereo, Australia’s largest commercial radio broadcaster, as one of its major media clients.

Seven Network’s Head of Digital Media, Rohan Lund, said that its intention was different from other free-to-air networks in that alignment with a single carrier is not the best outcome for consumers.

“Seven believes that its content should be widely available to consumers, regardless of which carrier they are with or which device they use,” Lund said.

“Mobile content isn’t just about watching TV or reading magazines on your mobile.  It’s about delivering a richer experience for our audience and offering them a deeper interaction with their favourite brands.  This could take the form of WAP sites, SMS promotions, mobisodes, ringback tones, games or music.”

Wiltshire added, “Seven is in the business of providing the best content and m.Net brings unmatched technical ability, platform infrastructure and consumer insight to deliver the best mobile content.”