Director/PDMR Shareholding

05 July 2010

Cellcast plc

("Cellcast" or the "Company")

Directors Dealings

Cellcast plc (AIM:CLTV) has been informed today of the purchase of 1,500,000 shares in the Company by SMS Media Limited (a company indirectly controlled by Andrew Wilson and Bertrand Folliet, respectively CEO and COO of Cellcast) at a price of 3.5 pence per share. SMS Media Limited is now interested in 12,180,062 shares in the Company, representing 16.02% of the issued Ordinary Share Capital. The shares were acquired from Neil Craven whose interest is now 4,963,000 shares in the Company, representing approximately 6.53% of the issued Ordinary Share Capital.

Following this share purchase Andrew Wilson now has a total direct and indirect interest in 11,291,862 ordinary shares in the Company, equivalent to 14.85% of the issued Ordinary Share Capital and Bertrand Folliet now has a total direct and indirect interest in 11,261,362 ordinary shares in the Company, equivalent to 14.81% of the issued Ordinary Share Capital.

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