MTV Wireless Head On DIY Ringtones

Greg Clayman, the SVP of MTVN Mobile Media, has written in his blog about a new ringtone service he’s found — Mobile17.com. Well, that was the catalyst, but the post goes on to talk about free ringtones and the effect on the music industry. It’s not doom and gloom…he points out that it’s still easier to buy ringtones and vendors will still have a larger selection of content, but he makes the point that ringtones by themselves aren’t enoug any more. “On the handset the move is from just pushing tones to providing tons of video, sophisticated WAP sites, connected applications, and other seriously added-value services. Off the handset I think the direct-to-consumer move is to make ringtones a part of a larger mobile content play. MTV sells tones, for example, but it’s the exclusive content, the news alerts, the simplicity of seeing a video you like on-air and simply pressing a few keys to own the tone, the overall integration, and other special sauce that differentiate us in the market.”

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