Virgin Mobile set for Viacom hard cell

Cyberbiz Brief

Virgin Mobile USA, the newest venture from serial entrepreneur Rich-ard Branson, debuted Wednesday in New York City with Branson wearing little but an oversized cell phone and the wireless phone company laying bare a deal with several Viacom cable channels for cellular content, much of it exclusive.

Under the deal with Viacom’s MTV, VH1, CMT and Nickelodeon channels, Virgin will provide its mobile customers with branded games, graphics, ringtones, artist updates, interactive polls on shows such as MTV’s “Total Request Live” and wakeup calls. Later in the year, Virgin execs said the company will offer mobile-commerce options that allow users to buy CDs through their phones. Company also will offer MTV-branded phones, faceplates and other accessories.

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