• by Steve Smith , Staff Writer @popeyesm, March 29, 2007

After a year of hype and edgy TV spots amid reports of disappointing subscriber numbers, Amp’d Mobile started getting traction for its youth-oriented wireless media model in last quarter of ’06, when 70,000 signed on. It began 2007 with 100,000 subscribers.

MTV Networks is partnering with this MVNO (mobile virtual network operator) to create episodic programming exclusively for the handset. Amp’d says that 39 percent of downloads on its mobile service are original mobile content like the provocative political satire cartoon, “L’il Bush: Resident of the United States.” In a first, MTV’s Comedy Central will move a made-for-mobile series onto its network.

MTV Networks is partnering with this MVNO (mobile virtual network operator) to create episodic programming exclusively for the handset. Amp’d says that 39 percent of downloads on its mobile service are original mobile content like the provocative political satire cartoon, “L’il Bush: Resident of the United States.” In a first, MTV’s Comedy Central will move a made-for-mobile series onto its network.

In addition, The New York Times reports that Amp’d plans an opt-in ad model, giving subscribers free content for watching on-deck ads, though the company denies that a plan is final.

Despite more than $300 million in funding, Amp’d will need more sign-ups, ads, or both to make the model work. While 100,000 subscribers is impressive, JupiterResearch analyst Julie Ask says it may not be enough.