The Hallmark Channel has partnered with mobile entertainment community Limbo to launch its first mobile effort.

The family-focused cable channel Jan. 17 will launch a mobile game timed a couple of days ahead of the premiere of its original movie, "The Good Witch." The game is expected to generate interest in the movie and run through Feb. 4.

"The mandate to us is to increase ratings and help people watch longer," said Jonathon Linner, cofounder and CEO of Limbo, Burlingame, CA.

"The Good Witch" stars Catherine Bell as Cassie, a woman who moves into a small town and lives in a supposedly-haunted house. She has the townspeople believing she is a witch because of the magical changes she makes in their lives. She opens a shop called Bell, Book & Candle, but not everyone is taken in by her charms. So it may take a bit of magic for her to win them all over.

Visitors to www.hallmarkchannel.com and Limbo's www.limbo.com Web and WAP sites at www.limbo.com are invited to play Limbo Unique online or via mobile phone. The person with the lowest unique number at the close of the game can win $2,000 and a portrait of the "Grey Lady," a piece of memorabilia from the movie.

Messaging regarding the movie will be rotated alongside content during gameplay as players get instant game responses and tips. On-air spots will serve to draw people's attention online to participate in the game. The game will also be promoted to the more than 1 million mobile members of the Limbo community.

Broadcasters and cable networks typically use Limbo's services and community to drive awareness of programs and generate tune-in.

"In a world of hundreds of channels, getting people to tune in is extremely tough," Mr. Linner said. "Mobile and online are extremely powerful in doing that, to drive people to the show. People watch the channel longer and because of the games, people tend to stay longer.

"Mobile tends to engage the whole family," he said. "Because mobile phones tend to be personal, people can be doing their own thing and yet be together. The whole family can participate in the game while they're watching TV."