(31 March 2006 8:00 pm)

MUMBAI: MTV Networks Asia in collaboration with Motorola, a company involved in wireless and broadband communications, is set to launch a digital entertainment platform 'Mobbed'.

Targeting the youth, `Mobbed' will be available on mobile, on-air and online from tomorrow (1 April). The entertainment platform will be available to Asia-Pacific youths spanning across seven countries - India, Australia, Indonesia, Malaysia, Philippines, Singapore and Thailand.

At a recent Ficci Frames in Mumbai, Viacom CEO Tom Freston said the company would be ramping up its digital media initiatives.

Mobbed is the first-ever digitally focused integrated platform MTV Networks Asia has embarked on, the company said in a release. It will feature everything from free downloads to opportunities to control the storylines of ongoing animated segments.

The various mobbed icons features include Motoalert, Mob Squad, Mobtage, besides contest, games and blogs.

Mobbed, the on-air show, will be fronted by local MTV VJs. In India, MTV VJ Nauheed will be fronting the show.

In Singapore, Malaysia and Philippines, MTV VJ Max, a new member of the MTV VJ family, will host the programme .MTV VJ Nathan (Australia), MTV VJ Cathy (Indonesia) and MTV VJ Tye (Thailand) will provide audience with the latest Mobbed updates weekly on the respective channels.

Motoalert will not only provide Mobbers with the latest news, gossips, downloads and activities, but also focus on a new artist each month, allowing the Mobbers with "full-access" and knowledge of this act.

"Mobbed reinforces MTV's commitment to connect with our audience on every platform possible. Not only do we create fun and cool branded content that can be downloaded easily at the click of a button, such as the Mob Squad mobile animated series, but we also allow for user-generated content so youth can express themselves and take over MTV via the cutting-edge MMS to TV platform - Mobtage," commented MTV Networks Asia Pacific president Nigel Robbins. "This expanded development is testimony to the success we have enjoyed with Motorola. With Motorola's technology and personalization intelligence and MTV's widespread influence on youth, Mobbed will empower Asian youth to further interact in the wireless world."

We are extremely excited about the Mobbed property and our relationship with MTV Networks Asia. MTV helps Motorola to re-energize our brand image and gain greater resonance with our youth mobile users," commented Neil Stewart, Marketing Director of Motorola Mobile Devices Business, High Growth Markets. "With the launch of Mobbed by MTV and Motorola, we will be providing an even more creative and innovative platform for youth to get branded entertainment via their mobile screens," he added.