MTV Networks International and T-Mobile have announced a partnership to deliver MTV’s portfolio of channels to mobile TV subscribers across T-Mobile’s European markets. The deal is for Germany and Austria and later in the UK. Among the content: MTV music and shorts, as well as Niceklodean animations are available in Germany now and in Austria from September. MTV Music is a back-to-back simulcast of a music video hits TV channel. MTV Shorts is a mobile TV channel of shows optimised for mobile, along with made-for-mobile programming such as Head & Body — an eight-mobisode comedy adventure.
In addition to these three channels, UK subscribers will soon be able to experience classic comedy stand up routines and clips from Paramount Comedy shows. In the UK, MTV Shorts & MTV Music are known as MTV Snax & Trax, respectively.
Variety: Like many deals in the nascent cellular entertainment bizbiz, MTV’s T-Mobile hookup is more a marketing and branding exercise than an immediate moneymaker. T-Mobile has only about 200,000 3G users across nine countries in Europe, and not all have TV capability.
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