MTV steps up mobile intent

News

Tim Green Dec 21 2006, 10:15am

MTV Networks has created MTVN Mobile Media, a new unit dedicated to growing the company’s mobile entertainment business.

The new division will manage partnerships and content distribution to wireless, while helping the individual MTV brands to develop new mobile services and apps. It will be led by Greg Clayman, who is already known to the industry as MTV's mobile face. He has been promoted to senior VP of MTVN Mobile Media, reporting into Mika Salmi, who heads up MTVN Global Digital Media.

“Connecting with our consumers on every platform they love is at the heart of our digital strategy,” said Judy McGrath, CEO of MTV Networks. “MTVN Mobile Media will help our brands take it even further in distribution and product development, and expand our global wireless footprint even more.”

A fresh example of MTV's mobile ambitions came earlier this week with the unveiling of Bananas, the first MTV-branded mobile content subscription service.

The cross-carrier, D2C offering, available to US consumers, showcases exclusive content from MTV, MTV2 and mtvU including material from hit shows such as Laguna Beach and The Real World. It's being powered by the content delivery specialist Motricity.

Subscribers can download music-related content as well as audio clips, cast photos, graphics, ringtones and wallpapers from popular current programmes and also from archive favourites such as Beavis & Butt-head.

MTV has driven hard into mobile in the last two years. It's released made-for-mobile programming ideas such as Sway’s Hip Hop Owner’s Manual and VH1’s Celebhead. It has also introduced Flux, an avatar-based service that lets consumers interact with the TV via mobile. The company has also entered into partnerships with handset companies such as Motorola.