(29 July 2005 8:00 pm)

MUMBAI: MTV Networks has announced the launch of a new, in-house mobile messaging platform in order to deliver innovative wireless entertainment content and interactivity to consumers.

To support this new platform, MTVN has formed a partnership with global SMS specialist mBlox for US wireless operator connectivity.

The partnership joins MTV Networks with the largest SMS aggregator in the US, and allows MTV Networks to offer premium SMS services and mobile marketing campaigns to their national audience.

The result of a major wireless initiative by MTVN, the platform will immediately enable multiple mobile applications and services for MTV, VH1, Comedy Central, CMT and others.

The initial set of mobile applications and services launching on MTVN's new platform include:

• Cross-carrier mobile voting, polling, and sweepstakes entry
• Comedy Central premium alerts: Joke of the day -- daily joke, Insult of the day -- daily insults, Booty Calls -- daily pick-up lines, Daily show headlines -- headlines and other select content from The Daily Show With Jon Stewart.
• VH1 Premium Alerts: Best Week Ever -- selected exclusive content from the writers of this hit show, This Day in Pop Culture -- a daily dose of historic pop culture
• CMT Premium Voting: Pick or Flick -- voting program integrated with CMT's Top Twenty countdown show.

"As a leader in youth marketing, it is also important for us to provide our advertisers with the most innovative technologies and campaigns that stay ahead of the curve and reach our audience effectively. With our new mobile platform and a team in place that specialises in mobile marketing, we can manage wireless campaigns much more efficiently, support our advertisers in this space, and entertain consumers with the best in mobile content," he added.

"MTV Networks has the most loyal, technology savvy audience in the world with a firm hold on the 18 - 34 year old demographic, those who use SMS on a regular basis. What mBlox is able to bring to MTVN is a specialised focus on message delivery, revenue settlement and a carrier-grade network infrastructure. Our value to MTVN is our ability to support a fun and positive experience between the MTVN campaign and the user's mobile phones. We look forward to a long and productive relationship with MTV Networks," said mBlox president (Americas) Jay Emmet.