MTV Launches Much-Anticipated Wireless Brand, Via Virgin Mobile

*MTV (Star-MTV), the wireless arm of MTV, has launched its service for Virgin Mobile customers in the U.S. market. “The lineup of MTV-oriented services, ranging from music news updates to audio postcards and video voting, directly targets the so-called youth demographic that wireless carriers have termed critical for their next growth spurt. And with other major brands such as ESPN and Disney looking to expand their own wireless ‘programming’ lineups, the MTV initiative could be a bellwether for other major brand-specific content deals.”

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