MUMBAI: Funky mobile tunes and wallpapers have started occupying the space of promotional tools when it comes to music-related activities and new launches.
To understand this phenomenon, MTV Networks International has announced the launch of a new international research initiative into mobile entertainment and the digital content market place.
This research initiative will be in collaboration with Jamster! and Jamba!, the providers of mobile content and wholly owned subsidiaries of VeriSign, Inc.
According to a media release, the joint study is to be launched in the coming weeks which will seek to understand usage, mechanics, and frequency of downloading and streaming to mobile phones. The research will focus on MTV viewers and web site users.
The initiative will also provide analysis of the burgeoning reliance that consumers place on access to mobile devices, and the impact of wireless on content creation and communication.
MTV Networks International senior VP research and planning Graham Saxton says, "This new study in collaboration with our mobile content partner, Jamster! and Jamba!, will enable us to understand how the role of mobile content is evolving around the world and how we can develop compelling, new entertainment that is even more relevant to consumers."
"Jamster! and Jamba! and MTV Networks International are driving the expansion of the mobile entertainment market," says VeriSign Communications Services executive vice-president and general manager Vernon Irvin.
"This study will be an invaluable tool to understand the market of today and anticipate the trends of tomorrow, " informs Irvin.
MTV initiates more local, pan-regional and global youth research than any other media company worldwide. Studies in the past have included: sources of Cool, a global initiative that identified trend developments among youth; collections of Cool, a pan-European research report addressing key youth behaviors; MTV Generations, a nine-country European study defining the key mindsets of Generation X and Generation Y; and Switched On, an on-going youth trends monitor.
