MTV Mobile Launches Sites With Pepsi, Intel On Board

MTV Networks launched a series of mobile Web sites yesterday with Pepsi-Cola North America and Intel Corp. onboard as charter sponsors of the sites and the mobile TV channels. It's the first time MTV has sold ads against its mobile portfolio.

The Intel Corp. and Pepsi brands will feature prominently on the MTV and Comedy Central mobile TV channels, as well as the new MTV, VH1 and Comedy Central mobile Web sites.

"With the introduction of mobile advertising, MTVN creates an entirely new revenue stream, as well as a new way to fuel further content innovation and growth on mobile," said Viacom president and CEO Philippe Dauman. "I'm thrilled that MTVN is taking this step toward fully unlocking the value of its mobile portfolio with strong, credible, and widely recognized brands like Pepsi and Intel."

Dauman made the announcement yesterday during a keynote at CTIA Wireless 2007 in Florida.

"As we continue to evolve our advertising, we see this as a great opportunity to reach our on-the-go consumers in an engaging environment," said Cie Nicholson, senior vice president and chief marketing officer for Pepsi-Cola North America. "We look forward to collaborating with our partners at MTVN on this exciting new project."

"We believe consumers should enjoy entertainment when and where they want it -- on their desktop or notebook PC, on TV through a media center PC or on their mobile phone," added Heather Dixon, America's digital home and mobility marketing manager, Intel Corp.

The MTVN mobile TV channels feature shows such as MTV's "Real World" and Comedy Central's "The Colbert Report." The new wireless Web sites include MTV news and scoops, a VH1 celebrity photo flipbook and Comedy Central's Joke of the Day.

MTVN's CMT, Logo, Nickelodeon, Spike TV, and TV Land will launch mobile Web sites beginning in second-quarter 2007.