Television

Ringtones move to the next level at MTV

MUMBAI: A music album that consists of ringtones! That is the latest innovation that MTV will come out with.

In order to take the music ringtone experience one step further MTV will launch Made Hear. This original ringtone franchise offers users exclusive ringtones developed specifically for mobile by some of the industry's hottest producers and artists.

The new franchise will kick off with an original album of ringtones created by Timbaland a hip-hop music producer. One album will be released early next month. For this MTV will partner with US mobile media company Zingy. MTV will be the first to offer Timbaland's mobile content throughout the US.

Later on MTV will launch Made Hear on a global basis in countries including the UK, Spain, Holland, Italy, France, Germany, Japan and Latin America. This makes it the first, simultaneous global original ringtone premiere of its kind.

MTV Networks Group president Van Toffler said, "We are excited to bring brand new music and content to consumers from the artists they love, made exclusively for their wireless entertainment. Our audience is platform agnostic and we want to be able to offer them unique entertainment options, on their terms, wherever they are."

After the exclusive window with MTV, the Timbaland mobile content will be available through Zingy's vast distribution network of carriers and media partners including AOL, Boost Mobile, Cingular, Microsoft's MSN, Nextel, Sprint PCS and T-Mobile, and its own site www.zingy.com. Zingy will run

a series of targeted print advertisements in the US enticing customers with an "easy ordering" option. All users need to do is text a code on their phone and the content is automatically downloaded and billed.

Meanwhile VH1 has launched a direct-to-consumer mobile content storefront in the US. This offers users thousands of the most popular ringtones and a collection of original, exclusive pop culture wall-paper images. Consumers can purchase ringtones and images online at ringtones.vh1.com or directly from their handsets.

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