Fox Isn’t Forgetting About Feature Phones

Smartphones may be all the rage, but feature phones need some love to. And that’s exactly what the folks at eMbience Inc., a mobile developer and strategist, are doing in partnership with television network Fox.

On Monday, eMbience announced the availability of myFOX, the “first-of-its-kind Brew application” to feature content from local myFOX stations across the country.

myFOX subscribers are able to customize how they digest content including ticker and text alert options, as well as tailor the type of news they receive, eMbience says.

Users also have a single point of access to morning show personality bios and social and media feeds from FOX morning show teams nationwide. And, myFOX news stories can be shared via Facebook, SMS and email and viewed as videos.

“Brew has enabled us to extend the FOX Television brand to feature-phone subscribers and give them an experience that rivals that of smartphones,” says Nimish Shrivastava, founder and CEO of eMbience. “We created something unique for the Brew platform, which was an amalgamation of what FOX local station devotees are seeking: familiarity and trust. Whether at home or on the road, viewers are able to stay tuned in to the news most valuable to them from sources they have come to know.”

myFOX will be initially available on 25 Verizon handsets based on Qualcomm’s Brew platform by mid-March.