Tele Atlas' partnership announcement with The Travel Channel is the latest in a recent series of indicators of traditional Media's growing interest in mobility and location-based services. The announcement arrives following previous suggestions that successes of mainstream insertion into a myriad of mobile and online mediums, will present new opportunities for map content providers to pursue partnerships with other media and content companies who layer-on additional multimedia value. Other previously referenced industry successes and indicators of this emerging trend include the BBC effort in the UK, south Florida's 93Rock collaboration with LOC-AID, and Lonely Planet's entrance into LBS.