MTV, Motorola hatch three-year $75 m alliance

CHICAGO: This is a 360 degrees marketing alliance that will strengthen the synergies between the mobile phone and the idiot box in terms of promotional activity. Two global companies Motorola and Viacom's MTV have announced a three-year $75 million alliance.

The alliance allows the music network to extend its innovative activity. The music network constantly builds around programming properties outside the US to the wireless world, via the power and popularity of Motorola devices. The alliance will also combine localised on-air programming and on-the-ground events, as well as interactive and web strategies.

The alliance will aim at benefiting from MTV's understanding and influence among the crucial youth segment and Motorola's technology and personalisation intelligence. The companies will develop and integrate locally created marketing activities in regions around the globe.

Together, MTV International and Motorola will provide an environment that radically accelerates the way people use and view their mobile phone -- creating a mobile entertainment experience for consumers to text, talk, rock, mix and more.

Components that will be tailor made in each market include:

* Innovative MTV content pre-loaded onto Motorola handsets, including ring tones, games, images.

* New MTV shows and vignettes in each region spotlighting new music and developing artists.

*Online extensions for Motorola and MTV's Web sites.

* Live MTV/Motorola events and retail promotions.

* Local media buys.

President MTV Networks International Bill Roedy was quoted as saying: "MTV is the only media brand that can deliver this all encompassing experience to young people across multiple media platforms. Motorola's commitment to being a leading innovator in the wireless space makes them a compelling partner to deliver these experiences with us."

In each region, MTV and Motorola will be introducing a number of new mobile entertainment experiences illustrating the endless possibilities created with this new collaboration. A centrepiece in regions throughout the world will be the development of a 30-minute show on MTV introducing new music in a completely different way.

While the overarching theme of showcasing new and emerging musical artists will cross all borders, every region will create their own show to address the different styles and flavors of the local landscape.

A number of mobile messaging efforts (SMS, EMS, MMS), online extensions, live events and retail promotions will create a complete integrated offering through all mediums. In addition, Motorola's MotoMixer technology, providing mobile and online mixing capabilities to create unique ring tones, will play a prominent role in highlighting the possibilities of mobile personalisation through music.

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