Showtime is taking its Primetime Emmy campaign to the mobile channel and allowing consumers to view full-length shows from an iPhone.

Beginning this April, voting members of the Academy of Television Arts and Sciences will be able to exclusively view full seasons of critically-acclaimed Showtime original series through their iPhones and iPod Touch devices. The application is developed and implemented by Transpera, a mobile video delivery and advertising network.

"Showtime is for the first time allowing Emmy voters to view full length shows from an iPhone, building upon their initiative last year which allowed voters to view shows on-line," said Anshu Dua, head of business development at Transpera, New York.

"This initiative shows how media publishers are increasingly encouraged by the strength and maturity of the mobile industry as a viable platform for video distribution," he said. "We'll begin to see Showtime continue to use mobile to distribute more video content."

The application will allow voters, upon entering their password, the ability to stream full episodes directly to their handheld devices.

Showtime also announced that as of Feb. 28, its password-protected Web site, http://sho.com/foryourconsideration, has launched and will be available to voters throughout the June balloting and final August judging periods.

When Academy members visit sho.com/foryourconsideration from their iPhone or iPod Touch, they will see a web app optimized for their device.

Upon entering the unique code sent to them by Showtime, they will have access to stream full seasons of all series that Showtime is making available for Emmy consideration.

The video will be optimized for the best viewing experience, depending on whether they are connected via wi-fi or the cellular network.

In addition, Showtime will provide a custom home screen icon so that Academy members can bookmark the Web app and easily return to it over and over.

"Showtime recognizes that users, and those in the television industry in particular, have become more accustomed to consuming video content on a variety of digital devices, including PCs and mobile phones, during all parts of their day," said Robert Hayes, senior vice president of New Media and Tech Development, Showtime.

"In order to make it more convenient for Academy members to screen the large volume of content they receive for consideration, Showtime felt that accessibility to our episodes via iPhone and iPod Touch would make it more efficient and easy to access our shows while commuting, while in the waiting room at a doctor's office, or any other time that they may have downtime but may not have access to the internet through their computer," he said.

Also, Showtime will once again be working with leading online video platform Brightcove Inc. to deliver a customized Internet-based experience that allows voting members to view full seasons of Showtime original series, including "United States of Tara," "Weeds," "Dexter," "The Tudors," "Californication," "Tracey Ullman's State of the Union," "Brotherhood," "This American Life," "Penn & Teller: Bullshit!" and "The L Word."

Showtime has done mobile before.

As part of the launch campaign for United States of Tara in January, Showtime made the pilot episode available on digital platforms 10 days prior to the premiere on the network.

Mobile platforms for that initiative included: CBS Mobile via MediaFLO, available to AT&T and Verizon Mobile TV subscribers; dedicated channels on MobiTV for the full episodes of both United States of Tara and The L Word; and Joost's iPhone app.

Th network has an ongoing text message campaign currently in progress for the final season of The L Word.

Fans who have opted in to receive text messages for the show have received messages from characters simultaneously as they were sent during the broadcast of the episode, participated in relationship polls surrounding the characters, and played trivia games based on the characters.

Showtime will be releasing a 3D iPhone game based on the hit Showtime original series Dexter.

Players will play the role Dexter Morgan, a Miami Metro Police Department blood spatter analyst, who has a double life.

When he's not helping the Homicide division solve murders, he spends his time hunting bad guys that slip through the justice system.

Players will test their investigation and problem solving skills, analyze crime scenes, uncover evidence, and choose which brand of justice best suits the situation. The game was previewed last week on IGN.

During season 3 of Dexter, Showtime launched the "Dexter Scramble" iPhone app, where users unscramble Dexter images in a few moves as possible.

Also, the company is in the final stages of development of an iPhone video app, where users can access an extensive library of video from Showtime series, access the schedule for all Showtime channels, download music and podcasts from Showtime shows from iTunes, and click to call to order Showtime.

"For the Emmy initiative, Transpera will power video delivery of over 100 full length episodes into an iPhone optimized Web site that is built by Showtime," Mr. Dua said. "In addition, Transpera is working with Showtime and will be launching additional mobile video products in the near future.

"This initiative is a showcase of how mobile devices and networks are increasing their technical capabilities to accommodate more innovative mobile media/video experiences," he said. "In addition, it shows how consumers are increasingly utilizing their mobile devices for more rich media services like video and games, propelled by the buzz that the Apple iPhone and other devices have generated."