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Virgin
Mobile, US has unveiled its national, youth-focused cell phone
service and its multi-year strategic partnership with MTV
Networks, a division of Viacom.
The deal provides for exclusive wireless content and consumer
products from MTV and VH1, as well as additional wireless
content from Nickelodeon and CMT - a deal certain to blow
the roof off current cellular content offerings. Beginning
later this summer, every Virgin Mobile USA customer will have
access to content from MTV, VH1, CMT and Nickelodeon. Virgin
Mobile US CEO Dan Schulman noted that the combined strength
of the Virgin and MTV Networks brands would establish a whole
new framework for delivering music and entertainment content
to cell phones.
Aimed at the under 30 market, MTV Networks and Virgin Mobile
plan to start rolling out a wide variety of branded content,
including games, graphics, ringtones, text alerts and voicemails
beginning later this year. A few future examples include :
* Interactive Voting and Text Messaging - Virgin Mobile customers
will be able to use their phones to vote for their favourite
videos from music programming like MTV's Total Request
Live and send shout-out messages to air on shows like
CMT's Most Wanted Live.
* MTV and VH1 Daily Content - Virgin Mobile US customers will
have access to the hottest breaking music news, artist updates,
music charts and entertainment information straight from the
top youth and music networks.
* Games - Nickelodeon will bring characters like Spongebob
Squarepants to the world of wireless games, keeping Virgin
Mobile customers busy playing away on their handsets. MTV
and VH1 will also work together to provide exciting new interactive
game experiences for Virgin Mobile customers.
* Ringtones - MTV Networks will launch ringtone services that
let Virgin Mobile customers customize their phones with tunes
from their favourite artists, as well as theme songs from
Nickelodeon's most popular shows.
Later in the year, Virgin Mobile plans to integrate M-commerce
capabilities so that its customers will be able to purchase
the latest CDs. MTV and VH1 will work with Virgin Mobile to
promote customised wireless CD stores featuring top albums
from the VH1 Top 20 or cutting-edge MTV Buzzworthy artists.
Virgin Mobile will also offer MTV-branded faceplates, phones
and other accessories that are popular with the youth and
young adults, says an official release.
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