MTV Ties Up With Cingular On A Broad Content; Mirroring Verizon Deal


MTV’s casting its net wide in the mobile arena and distributing with anything that moves, or doesn’t: it has done a broad content deal with Cingular, that will offer content from all of its networks: MTV, VH1, Nickelodeon, Spike TV and Comedy Central.
Besides clips from its main shows, about six hours of original programming will also be offered per week, including “Road Hammers,” a mobile-only series produced by CMT, and the original mobile series “Hip-Hop Owner’s Manual,” from MTV personality Sway.
It already has a similar deal with Verizon, and is an investor in Amp’d…it also provides content to Virgin Mobile.
As the story says, for Cingular, deal is a much-needed boost (though the jury is still out on whether MTV’s the killer content on mobiles) in its race against Vcast, which it lags in video. Though company maintains a decent subscriber lead over Verizon, it has thinner content offerings. Cingular has benefited from TV through its exclusive voting deal on “American Idol” as well as an exclusive content deal with HBO.
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