Contact: Touching Reality

You don't need to be a star to be a cell phone celebrity, says 5280 Mobile, the wireless brand extension agency that seems to be specializing in taking Hollywood's C-list mobile. The company will soon be making ringtones, wallpapers, and other "third-screen" entertainment out of the Alpha Models stable of Playboy Playmates and Creative Light Entertainment's collection of former reality tv personalities ("Survivor," "The Apprentice," et. al.).

But bikini wallpapers and video clips are the easy part, says president Blake Fayling, who thinks mobile can be a unique entry point, not just an extension for, celebrities. "We're not looking to keep it that simple, but leverage them into other relationships  retail, international, live chat. We want to extend the fan community."

Expect premium mobile chat services with models and reality stars texting in news from Hollywood sets. "Let the fans touch the reality shows," he says. Okay, but only if we have to.

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