MTV Brings Messaging Platform In-House

Correct me if I’m wrong on the technicalities of this, is this MTV’s bid for carrier-independence? MTV Networks has launched an in-house mobile messaging platform to deliver mobile content to consumers. This will be used for its sub-brands: MTV, VH1, Comedy Central, CMT and others.
It is using messaging infrastructure provider mBlox to get that platform. Among the services it plans to launch immidiately:
The initial set of mobile applications and services launching on MTVN’s new platform include:
— Cross-Carrier Mobile Voting, Polling, and Sweepstakes Entry
— Comedy Central Premium Alerts
— VH1 Premium Alerts
— CMT Premium Voting

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