Fox Television stations can deliver content to viewers who don’t have smartphones via a myFox app developed by eMbience Inc.

The feature phone version of MyFox initially will be available on 25 Verizon handsets by mid-March, and uses Qualcomm’s Brew platform. The initiative will be supported by Fox Television, which will be airing spots across the country explaining the myFox application and how to download it. During the “No Smartphone, No Problem” promotion, users will be able to obtain the app by texting the keyword “myFOX” to 2777 from a suitable Verizon feature phones.

The customizable app delivers tailored news as well as configurable ticker and text alerts, with integrated sharing via Facebook, SMS and email. The app also serves as a centralized place for access to morning show personality bios and social and media feeds.

“Brew has enabled us to extend the Fox Television brand to feature-phone subscribers and give them an experience that rivals that of smartphones,” said 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.”

Related links:

Embience – press release