SI Turns To mywaves To Make Teeny Bikinis Even Smaller

Every winter Sports Illustrated turns up the heat with its venerable Swimsuit Issue. This year, for the first time, fans can get up close and personal with the barely bikini-clad models from the privacy of their cell phones.

The Sports Illustrated Digital Group has partnered with mobile video site mywaves to make behind-the-scenes video content from the Swimsuit Issue available through a dedicated mywaves channel. The free, ad-supported goodies include more than 50 clips such as video from photo shoots and interviews with the models.

“The Sports Illustrated Swimsuit franchise is one of the most powerful phenomena in publishing and new media. Now, mywaves is pleased to help Sports Illustrated extend its reach into mobile video, the latest consumer media hotspot, to reach both longtime fans and a new generation of viewers,” mywaves founder and CEO Rajeev Raman said of the deal.

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