Universal, MTV in mobile deal

MUMBAI: Universal Music Group (UMG) and US broadcaster MTV have announced a deal for the mobile platform.

In the non-exclusive agreement MTV Networks can create and distribute full-length music videos and original video programming for mobile devices from UMG's catalogue of artists including Fergie, Nelly Furtado, Elton John, The Killers, U2, Jay Z, Ludacris, Don Omar, Bon Jovi, Juanes, George Strait and Shania Twain.

The parties state that the agreement marks the first time that a comprehensive deal has been struck between a major media company and music company that covers extensive music-related programming across US wireless carriers and mobile devices aimed at consumers.

Universal Music Mobile VP GM Rio Caraeff says, "Through this unique and innovative agreement, Universal Music Group's labels and artists will now have even more ways to reach fans, promote their music and participate in the growth of the burgeoning mobile video marketplace."

"MTV Networks possesses some of the strongest consumer brands in the market and offers ideal platforms to showcase the high-quality and depth of UMG's extensive catalog of artists across a wide array of mobile products and programming."

MTV VP wireless strategy and operations Greg Clayman says, "Our diverse MTV, VH1, CMT and Logo audiences all share two things in common -- a passion for music and a passion for mobile. Through this arrangement, we'll be able to create compelling music programming around Universal Music Group's extensive catalog of popular artists who resonate with our audiences."

The mobile content and original programming developed by MTV Networks and featuring music and video content from UMG artists will be available via streamed and downloaded on-demand formats including MTV Mobile (which includes MTV2, mtvU, MTV TR3S) VH1 Mobile, CMT Mobile and LOGO.

Content will also include original mobile programming derived from shows like MTV's Sucker Free, Laguna Beach, VH1's performance series, CMT's Uncorked, and Logo's NewNowNext among many others.

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