MTV Creates Mobile Unit18 Dec, 2006 By: Erik Gruenwedel
Seeking a broader footstep in portable media, MTV Networks — a unit of Viacom — today announced the establishment of mobile entertainment business unit MTVN Mobile Media.
Greg Clayman, who has been promoted to SVP, and reports to MTVN Global Digital Media president Mika Salmi and MTVN Affiliate Sales and Marketing president Nicole Browning in New York, will head the division.
MTVN Mobile Media will position select MTVN programming for mobile video games, ringtones, graphics and mobile-based Web sites.
Programming includes: Made-for-mobile episodes of Sway's “Hip Hop Owner's Manual, Country Music Television's (CMT) “Road Hammers,” Comedy Central's “Clip Joint” and VH1's “Celebhead.”
In addition to mobile-specific versions of Viacom TV properties “The Daily Show” with Jon Stewart (Comedy Central), “Laguna Beach” (MTV), “SpongeBob Squarepants” (Nickelodeon), “Best Week Ever” (VH1) and “Dallas Cowboy Cheerleaders” (CMT), among others, MTVN Mobile Media will feature behind-the-scenes footage, making-of featurettes and after-show specials.
MTVN claims to publish and distribute more than 600 video clips and 30 hours of programming monthly to U.S.-based handheld carriers and another 68 carriers internationally.
“Connecting with our consumers on every platform they love is at the heart of our digital strategy,” said Judy McGrath, chairman and CEO, MTV Networks, in a statement. “MTVN Mobile Media will help our brands take it even further in distribution and product development, and it will expand our global wireless footprint even more, so the communities around our brands can access our content anywhere.”