Fox's "The Cleveland Show" is heading to the mobile platform to join its parent show, "Family Guy."

The new Seth MacFalane comedy is premiering Sept. 27 and will head to the mobile platform with personalization content. Andy Nulman, president and CEO of Airborne Mobile, the creator and distributor for Fox animated series content, spoke with Mobile Marketer's Chris Harnick about the new cartoon's mobile pressence.

What's the strategy behind bringing The Cleveland Show to the mobile platform?
There's been a lot of buzz around The Cleveland Show, Seth MacFarlane's latest comedy creation, and we wanted to work with this excitement to create engaging mobile content that new fans can enjoy.

We create and distribute mobile content for Family Guy, American Dad and King of the Hill (see story), so we're looking forward to enjoying the same success that we've had with these other Fox animated series with The Cleveland Show.

Airborne Mobile?s Family Guy ringtones and wallpapers have become some of the best-selling mobile content in North America, so we have high hopes for this new comedy.

What is the target demograhpic?
The great thing about MacFarlane's animated Fox shows is that their fanbase is so large and diverse.

Teens and adults both appreciate the edgy and satirical humor, so our target demographic spans young teens to adults, both male and female.

Is this ad-supported?
The Cleveland Show mobile content won't be ad-supported. Users will be able to download personalization products, including ringtones and wallpapers, via all major North American carriers, for a one-time fee.  

How is this being promoted, what are the marketing tactics?
The Cleveland Show mobile content will be promoted via carriers. We?re also working with Fox to offer some exclusive promotions, via the carriers, that every Cleveland Show fan will go crazy for.

We're looking to do something similar to what we've done in the past for Family Guy, which included a trip to Los Angeles to tour the Fox studios as well as the opportunity to sit in on a table read with the cast.

Can you share any numbers in regards to audiences on the mobile platform?
To give you an example of the  kind  of a wide-reaching audiences we see for these types of branded Fox products, we have sold over 10 million units of Family Guy ringtones, wallpapers and other  personalization products to date and see great potential for Fox's newest animted show.