MUMBAI: MTV Networks announced today the launch of a new brand Flux - the world’s first mobile entertainment community.

Flux, which launches 30 June, will initially kick off in Japan. Subsequently, the network will launch the service in other markets around the world with announcements planned in the coming months.

Flux has secured an exclusive deal with Japanese superstar Utada to launch the world’s first mobile music video series.

Flux will be a new subscription-based service delivering entertainment and music via mobile and online networks to consumers in Japan.

Subscribers will be able to access short videos and music through their mobiles or computers, make recommendations to others and provide feedback, integrating community and content for the first time.

MTV Networks International president Bill Roedy said, "MTV Networks has been a leader in developing innovative entertainment for new platforms for more than 25 years. The launch of Flux symbolises the importance of digital media to MTVN’s future and is our biggest international investment in this sector to date.

"Technology has changed our lives, and Japan has been a clear leader. We will launch Flux in other markets and are uniquely positioned to share Japanese content innovations with the rest of the world through our global network."

According to a media release, the network is targeting 13-34 year-olds. The Flux content on offer will include original video and animation productions from Japan’s leading creators, as well as programming from the global MTV Networks library, including MTV’s Dirty Sanchez and Gutterpups.

The award-winning SpongeBob SquarePants will be seen for the first time in Japan outside the Nickelodeon environment on Flux. Original, locally produced animations will include Lightman, a superhero who battles against the forces of evil, and Hanamoski, a series of clips starring an elephant with a very long trunk.

In addition, Flux has secured an exclusive partnership with Japanese superstar Utada, who has sold more than 37 million units, to produce the world’s first mobile music video series.

Leading Japanese animator Koji Morimoto will create shorts in collaboration with Flux and Utada featuring music from her acclaimed release Exodus (Island Records/Universal Music Group).

“It’s so exciting to be involved with Flux and Koji Morimoto to produce the world’s first music video series for mobiles,” said Utada. “Kids have such an amazing relationship with their mobiles, and I’m happy that my fans will be able to hear my music in this cool, new animated setting.”

Flux will also feature a line-up of licensed content offering the best in Japanese short-form entertainment, including: Polygon Family, a computer graphic fantasy animation based on a video game; Perestroika, a dark comedy blending traditional Japanese comic monologues with a mixture of puppets and animation; and Sguy and the Family Stone, a slapstick flash animation series.

Clips will be available on mobile in 1-3 minute episodes, with lengthier content available through the Web site.

Besides the video programming and animations, Flux will offer consumers a diverse collection mastertones from record labels such as Avex, BMG Funhouse, and Columbia Music Entertainment featuring local and international artists.

Flux will initially launch on mobile in Japan via KDDI Corporation with a monthly fee of 315 yen per month ($3). Additional carriage deals with other operators will be announced in the coming months, informs the official release.