NEW YORK-MTV Networks is developing an in-house text-messaging platform that will deliver content from the company’s cable channels to U.S. wireless users.
The Viacom network is planning to offer cross-carrier polling, alerts and sweepstakes from the MTV, Comedy Central, VH1, Country Music Television, Spike and Logo channels. mBlox, a San Francisco-based short message service provider, will power the service.
“Mobile messaging is an ideal way to enable our audience to interact with programming and get our immediate, fresh and personalized entertainment content whenever, wherever,” said Nicholas Lehman, senior vice president of strategy and operations for digital music and media at MTV Networks. “With our new mobile platform and a team in place that specializes in mobile marketing, we can manage wireless campaigns much more efficiently, support our advertisers in this space, and entertain consumers with the best in mobile content.”
MTV plans to launch the platform within a month.
