MTV Europe, Motorola team up for mobile content

MUMBAI: This is a deal that furthers the growth of wireless content in Europe. MTV Europe and Motorola have announced that Motorola will be the exclusive provider of further MTV-created wireless content. The mobile content includes MTV Gimps -- a freakish family of downloadable characters.



In addition there is MTV Midnight Mash. This is the new viral email game which is being launched in support of the current MTV Motomash events that are taking place across Europe until May 2004.

An official release informs that the deal seeks to leverage MTV's creativity and knowledge of the ever-evolving music and lifestyle scene, and Motorola's technology innovation and personalisation intelligence. The latest deal builds upon their three year multi-million dollar global marketing alliance signed last year for outside the US.

MTV Gimps are a family of mutant characters that can be downloaded to personalise a mobile phone. Each character is appropriately named to fit their own individual quirky personality or theme. Each theme offers different dedicated elements for each character including a gimpified ringtone (both MP3 / midi), a downloadable screensaver and downloadable wallpaper. The first Gimp characters to be made available will be Lady Love -- the one and only chain smoking, love thirsty female Gimp -- and Androll -- the soft on the inside, hard rock enthusiast on the outside Gimp.

In addition, the MTV Gimps will also be available in the form of the wireless game Pain on the Train which will be embedded on to the some new Motorola handsets from May 2004. The objective of the game will be to negotiate one of the Gimp characters through underground train stations to Gimp land avoiding thundering trains and other dangerous obstacles along the way. The action oriented game will feature intricate cartoon graphics.

The 360-degree integration of MTV Gimps will be supported on-air across MTV Europe's 117 million homes through blipverts. These are five second advertisements featuring the different Gimps and their character's dedicated MP3 ringtone

MTV Intl and Motorola will also be the exclusive providers of MTV-created wireless content internationally outside the US, Canada and Japan. This will include an interactive series of games known as Plastikulture and a wireless component of the award-winning MTV Exquisite Corpse image campaign. The content will be pre-loaded on select new Motorola handsets and available for download at outside the US in a few months time.

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