November 1, 2001
Deal Extends to VH1, Nickelodeon, TMF & KinderNet Brands
London, 31st October 2001 - MTV Networks Europe, owned by Viacom International Inc. (NYSE: VIA, VIA.B), today announced that it is launching a branded MTV Mobile content delivery service for the first time in Europe in partnership with content wireless application service provider Distefora Mobile.
The pan-European deal will launch with content delivery related to the biggest global music event, The MTV Europe Music Awards 2001, to be held live on 8th November in Frankfurt. Utilising popular SMS (short message system) technology, the new mobile service underscores MTV's global commitment to delivering innovative music and lifestyle content to youth on all technology platforms, including interactive and digital TV, broadband cable, personal digital assistants and the World Wide Web. The company plans to extend content delivery via SMS to its other popular European brands including VH1, Nickelodeon, TMF (The Music Factory) and KinderNet, with more details to be announced soon.
The MTV Mobile service will be the first time that TV, online and mobile content are cohesively linked through MTV's network of 14 localised TV channels and nine Web sites in Europe. Offering SMS voting, teletext chat, competitions, news, trivia and picture messaging related to MTV, the easy to use service will also be the first to operate with a short code (2MTV, or 2688) to access content instead of a traditional telephone number. Each localised MTV Web site will have dedicated MTV Mobile pages where users can access quizzes, games, subscribe to services and find out what else is on offer in each market in local languages. The deal will also offer creative, integrated sponsorship opportunities via mobile, online and television platforms. Approximately 70% of Europe's mobile operators can currently participate in the service with 100% projected to have the ability to participate in the next three to four months.
"MTV's partnership with Distefora marks the first time a pan-European youth broadcaster has made use of the emerging SMS market as an effective delivery mechanism for content," commented Clare Melford, Head of Strategy and Business Development, MTV Networks Europe. "By uniting TV, online and mobile content, we are offering audiences the chance to interact with MTV in new and innovative ways. This will not only help MTV build on our already successful multi-platform strategy, but it will also develop a new revenue stream for MTV from SMS as well as boost existing SMS revenues for mobile operators."
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MTV Mobile will launch with content related to The MTV Europe Music Awards 2001. MTV Central (Germany, Austria and German speaking Switzerland) audiences will have the chance to predict the winner of the Best German Act by sending an SMS message starting 6th November up until the day of the show. Winners will be selected at random to receive mobile phones and headsets from event sponsor Sony Ericcson as well as make-up kits from event sponsor RIMMEL London (known as Chicogo by RIMMEL in Germany). Winners will be notified by MTV via SMS text message. Audiences across Europe also have the opportunity to enter a competition for a VIP trip for two to the event and after-show party in Frankfurt via SMS. On-air spots with further details are now running on all of MTV Europe's channels. Details of other SMS initiatives will be unveiled in the coming weeks.
"We're excited to partner with MTV Networks Europe to develop creative applications for the growing European mobile market," commented Alexander Trommen, Director, International Sales of Distefora Germany. "MTV's unparalleled relationship with young people and vast TV and online distribution platforms combined with Distefora's expertise in application development make this strategic alliance particularly important as operators seek out exciting content to increase their SMS traffic."
The announcement of MTV Mobile firmly solidifies The MTV Europe Music Awards 2001 as the world's most innovative global music event with related content seen on all emerging technology platforms such as interactive television (iTV) and the World Wide Web. MTV Networks Europe also announced today iTV applications related to the event in the UK on Sky Digital and France on CanalSatellite, as well as long-term plans to launch 24/7 iTV applications on MTV in Europe in 2002. Online elements include voting on MTV's European Web sites, an Internet radio station, competitions, a catalogue of highlights from previous years and all the latest news on the event. MTV users can create their own videos for award show nominees and promos using innovative video mixer technology. The dedicated area also features Web based flash games and a 360-degree rotating image of The Festhalle. MTVi Europe will host the second annual live Web show on all MTV Web sites in Europe commencing at 2100 CET/2000 GMT on 8th November. There will also be live online artist chats to complement the on-air event and Web show. Last year's Web show received a PROMAX Gold Award for Best Use of a Web site.
The MTV Europe Music Awards 2001, hosted by Ali G, will be held at The Festhalle in Frankfurt. Featuring performances by Travis, Mary J. Blige, Depeche Mode, Craig David and Dido, among others, the event will premiere in Europe at 2100 CET & 2100 GMT and will air on MTV channels worldwide and through syndication to a potential viewing audience of more than one billion people.
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