CMT Moves Into Mobile Space With 'Miss America'

In another sign that networks plan to spend 2007 moving aggressively into the mobile space, CMT is making the famed "Miss America" refrain available for download as a ringtone. The country music network is looking to establish itself as a programming trendsetter on the so-called "third screen."

In advance of its second year broadcasting the "Miss America Pageant" later this month, the "There She Is, Miss America" tune is open for purchase at a CMT Web site and other outlets.

Although the show suffered declining ratings on ABC, CMT--part of MTV Networks--is hoping to turn the pageant into a tentpole event. Last year, the network, which is increasingly moving into lifestyle programming, said the pageant drew 3.1 million viewers--its most-watched program ever.

Investors have clamored for hints that CMT's parent, Viacom, is prepared for a world beyond linear TV. Another MTVN outlet, Comedy Central, said Monday it would make a slew of content related to "South Park" available on mobile devices.

CMT's on-the-go service comes under a CMT Mobile banner, and offers videos from shows such as "Trick My Truck."

CMT is also offering viewers a behind-the-scenes special about the pageant airing three days before the event, plus a chance to vote "American Idol"-style with text messages for the winner of the Miss Congeniality Award. Voting will take place live after the "Pageant School: Becoming Miss America" special airs Jan. 26.

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