NEW YORK-MTV Networks isn’t putting all its eggs in the basket of a single mobile virtual network operator.
The Viacom Inc. subsidiary said it plans to build on its partnership with Virgin Mobile USA L.L.C., granting the MVNO exclusive rights to branded content from MTV shows “Total Request Live” and “Direct Effect.” Virgin Mobile will become a sponsor for both shows under the agreement, and will also have non-exclusive rights to content from MTV and Viacom subsidiary Comedy Central.
MTV Networks last month announced a $50 million investment in MVNO start-up Amp’d Mobile Inc., which quietly launched two weeks ago. MTV Networks placed an executive on Amp’d Mobile’s board of directors, and the two companies said they plan to work together to produce both repurposed and made-for-mobile video and audio content from 10 MTV franchises.
Virgin Mobile, which first partnered with MTV in 2002, will continue to serve as wireless sponsor for MTV’s Video Music Awards under terms of the new agreement.
“With its strong connection to music and entertainment, our audience loves the Virgin Mobile brand,” said Christina Norman, president of MTV. “In renewing this partnership, we’re giving Virgin Mobile customers untethered access to two of our top music franchises-and, in the process, setting the standard for seamless interaction with multi-platform programming.”
