MUMBAI: Gizmondo Europe, which is a subsidiary of the Florida-based Tiger Telematics, will sponsor MTV Europe's pan-European movie initiative MTV at the Movies. It will also sponsor the MTV Europe Music Awards 2005.

Tiger Telematics designs, develops and marketes mobile telematics systems and services that combine global GPS functions and voice recognition technology to locate and track vehicles and people down to street level in countries throughout the world.

The alliance with MTV is part of the company's strategy to build its brand identity with young people across Europe. The multi-million dollar one-year partnership will launch on 1 May 2005. MTV Making the Movie is a guide for movie buffs showcasing an eclectic mix of movie reviews, interview exclusives and behind-the-scenes coverage of the hottest film releases in Europe.

The one-year deal includes on-air sponsorship branding comprising billboards attached to all MTV at the Movies programming and, promos and dedicated Gizmondo ad spots running across MTV Europe's 124 million households.

In addition, Gizmondo will be sponsors of the MTV at the Movies website which is available via MTV's 11 European websites. The online campaign will include brand integration across all 11 sites, which will contain complementary content to MTV Making the Movies and the MTV Movie Awards on-air programming.

The MTV Europe Music Awards 2005 takes place at the Atlantic Pavilion in Lisbon, Portugal on 3 November 2005 and will have a potential worldwide audience of more than one billion people, Gizmondo will take advantage of a host of fully integrated pan-European marketing opportunities. Key elements include on-air
billboards throughout the show, pan-European on-air competition and promotional spots.

The online opportunities will include logo and banner presence across MTV's network of 11 localised MTV Europe Music Awards microsites, inclusion on all MTV Europe Music Awards pan-European marketing and PR campaigns, and full integration across all MTV Europe Music Awards surround events in the lead up to the show.

MTV Europe SVP and GM international marketing partnerships Dave Sibley said, "This multi-level partnership offers the perfect synergy between MTV Europe and Gizmondo. MTV Europe is renowned for its credible music and youth programming whilst Gizmondo undoubtedly takes mobile entertainment to a new level. Gizmondo's leadership as a
multi-entertainment device, and particularly as a movie player, lends itself well to the MTV At The Movies proposition and this, combined with sponsorship of the glittering MTV Europe Music Awards, will offer Gizmondo multiple
opportunities to benefit from MTV's unique audience connection, content and multi-platform marketing expertise."

The Gizmondo product is powered by Microsoft Windows CE advanced real-time operating system, boasting a 2.8-inch TFT colour screen with a Samsung ARM9 400Mhz processor and incorporates the GoForce 3D 4500 NVIDIA graphics accelerator.

It provides cutting-edge gaming, multimedia messaging, an MP3 music player, Mpeg4 movie playing capability, a digital camera and a GPRS network link to allow wide-area network gaming. Additionally, it contains a GPS chip for location-based services, is equipped with Bluetooth for use in multi-player gaming and accepts SD and MMC card accessories. Furthermore Gizmondo users can opt in to a new 'added value' system called Smart Adds, which will feature offers not available to the wider public. In the coming months, Gizmondo plans to tap into MTV Europe's media expertise
to help develop the Smart Adds proposition for the business audience.