PBR ROCKS 24/7! The Fast-Paced Danger and Excitement of the Professional Bull Riders Delivered to Fans Virtually Anywhere, Anytime via Mobile Phones

1/22/2003 - The Professional Bull Riders, Inc. (PBR), the association for the fastest growing sport in North America, is leveraging innovative mobile technologies to capture and deliver the fast-paced excitement of America's "original extreme sport" to fans' mobile phones nationally and internationally, extending the fan experience 24/7.

"This service really captures what's so compelling to the millions of bull riding fans everything can change in an eight second ride," said Sean Gleason, Chief Operating Officer of the Professional Bull Riders, Inc. "We work hard to satisfy our rapidly increasing fan base, and saw this as a prime way to enhance their experience by keeping them tied into the sport on an immediate and ongoing basis, whether they're at an event, watching it on NBC, or keeping track of all of the events in a series as they happen."

The first-of-its-kind service, jointly created by TWI Interactive (TWIi) and NMS Communications, is built on the NMS HearSayTM platform, designed to deliver voice and data content in any form over wireless networks. TWIi is the digital media and technology arm of IMG, the world's premier sports and entertainment marketing and management agency. NMS Communications is the trusted supplier of essential communications products and services to every telecom operator and communications equipment provider on the Global Fortune 50 list.

To activate the service, a fan simply calls the PBR-supplied phone number to request text alerts with news updates, enabling them to follow the latest standings, results, injuries, etc., for their favorite riders and bulls. After receiving a text alert, the fan can call the number to listen to full news round ups and rider interviews. Text alerts will also prompt fans to call the number and participate in interactive features such as voting for the riders they think will ride the longest or answer trivia questions. The service is available throughout January on a trial basis, with information from bull riding events in Worcester, MA, Tampa, FL, Greensboro, NC, and Bossier City, LA. Future innovations from TWIi and NMS include personalization and mobile multimedia messaging.

"One reason I love professional bull riding is that each event keeps me on the edge of my seat. The outcome can vary dramatically depending on the luck of the draw pairing of bulls with riders. With this service, I never lose track of the action, and can get all the information I want when it's convenient for me right from my mobile phone," said Ken Briner, Massachusetts PBR fan.

"This represents the next wave in enhancing the fan experience. The PBR was quick to recognize this service's revenue potential from sponsorships and subscriber fees, and the less tangible but equally important benefit of building fan loyalty. The PBR understands how technology plays into fans' allegiance to the sport, which is why they are creating a leadership position in sports technology offerings," said Bob Schechter, Chairman and CEO, NMS Communications.

The custom, scaleable TWIi/NMS service is prime for sports and events like the PBR. Since 1999, TWIi has been deploying state-of-the-art mobile initiatives for premier sports and events including the Wimbledon Championships, the British Open Championship and Premier League soccer across the expanse of existing and emerging mobile platforms. For the PBR service, TWIi is providing its proprietary content management, delivery and hosting software tools and services as well as assisting with rights management and marketing integration.

About the Professional Bull Riders, Inc.
The Professional Bull Riders, Inc., celebrating its 10th anniversary in 2003, is recognized as the world's leading bull riding organization. More than 700 athletes compete on the finest rank bucking bulls at three levels of competition, including the premier $9.5 million Built Ford Tough Series presented by Las Vegas. In 2003 the "toughest sport on dirt", the PBR, will be seen across the country in an unprecedented multi-network package that includes NBC, CBS, and OLN and in Spanish on Telemundo. Visit http://www.pbrnow.com for more information.

About IMG and TWI Interactive
IMG is the world's largest, most diverse and only truly global company dedicated to the marketing and management of sport and entertainment with an international staff of over 2,500 in more than 80 offices in 32 countries. IMG represents athletes, performing artists, writers, fashion models, broadcasters, leading corporations, world-class events, cultural institutions and recreational resorts. IMG's television division, TWI, is the largest independent producer and distributor of televised sports and annually produces and distributes 9,000 hours of original programming.

TWI Interactive, Inc. is a global leader in digital sports & entertainment media and technology, providing client-centered strategies and solutions responsive to business objectives of premier events, athletes, corporate brands, technology companies and interactive networks/media companies. Since 1996, TWIi has been pioneering innovations in interactive media for multiple platforms including Web, mobile, interactive TV and broadband. TWIi has state-of-the art production facilities in Boston and London, a global hosting network with primary operations in Sterling, Virginia and business offices in major North American, European and Asia-Pacific cities.

About NMS Communications
NMS Communications (Nasdaq:NMSS) helps its customers increase revenues and returns on investments by rapidly deploying new carrier-grade communications products and services. Every telecom operator and communications equipment provider on the Global Fortune 50 list relies on NMS Communications for technology-leading products and services, including system building blocks, systems, consulting, and support. Visit www.nmscommunications.com for more information.

NMS Communications and NMS HearSay are trademarks of NMS Communications Corporation.

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