The European Mobile Media Project MI FRIENDS was established and planned by the Bayerische Landeszentrale für Neue Medien (BLM) as a pilot project on the basis of article 30 of the Bavarian Law of Media (BayMG). The target of the project was the development of new mobile broadcasting offers and services with the implementation of new media technologies. The project focused on human beings as mobile media consumers in local-regional areas.

The project pursued the attempt “anywhere-anytime-anyway” and was supposed to enable mobile and interactive usage of already existing as well as new media offers in a receiver.

In November 2005 MI FRIENDS received the European CELTIC label, which as a prerequisite, paved the way for national promotion within the bounds of the EUREKA program. CELTIC supports comprehensive research and development projects relating to telecommunications within the framework of the EUREKA Promotion Program Europe.

MI FRIENDS stands for “Mobile Interactive Favourite TV, Radio, Information, Entertainment and New Digital Services".