Viacom's MTV Networks unit is zeroing in on the wireless content market in a big way, according to Van Toffler, the company's president, who said its customers "love, praise and worship at the altar
of their wireless device at the expense of all others, frankly." This, of course, includes mobile phones, Blackberrys, iPods, and portable gaming devices. As a result, MTV continues its march into
mobile content, recently unveiling a video content deal with mobile virtual network operator Amp'd Mobile for its gay and lesbian channel, Logo. VH-1, Viacom's older-skewing music brand, is now
producing a mobile reality series called "Dingo Ate My Video," and Comedy Central, one of its most successful brands, is teaming with mobile software developer Nellymoser, Inc. to deliver streaming
video of "The Daily Show with Jon Stewart." Other deals are in the pipe for SpikeTV, which produces content specifically for 18-34 males. The company is backing the effort with a $50 million
investment in Amp'd Mobile; the deal sees the companies combining to create both original and repurposed mobile clips as well as ringtones, ringbacks and wallpapers for its 10 different brands.
Recently, MTV and Amp'd teamed up to deliver a live streaming concert from punk rockers Fall Out Boy, and the companies are also planning to break new music via ringtones before the release of certain
singles. Despite its heavy interest in the mobile market, MTV will not be moving into the MVNO business, Toffler said, preferring instead to partner with networks in delivering content.
Read the whole story at RCR Wireless News »