The programme is co-sponsored by local publications Mengua and HuGang Economics. It aims to seek out young mobile content developers in the country, as well as acquire new content for Linktone and expand the market for mobile interactive entertainment services.
The six-month contest will include a roadshow -- 'Free your mind, set your dream' -- targeting eight cities and 15 universities in the mainland market.
According to Jie Chen, head of investor and media relations for Linktone, the contest is a platform to strengthen content offering for 3G, 2.5G and audio-related services. "We're looking for the young generation of talent who have the skills to develop content for mobile services.
"Currently, most of our content is built in-house. The winners of the contest will have the opportunity for licensing deals or employment as wireless content developers with Linktone." The SMS contest covers stories, photographs or illustrations, Flash and colour ring-back tones.
"Linktone has 30 million registered users and 7.1 million paying users who bring in revenue. While the company advertises on TV, print and radio, it hasn't focused on branding in the past. This nationwide contest and roadshows will allow us to build the brand," Chen said.