×
You will be redirected back to your article in seconds

I want my mobile TV

MTV likes the ring of Euro cellular deal

MTV Networks Intl. pumped up its ride into mobile TV Tuesday, teaming with international cellular carrier T-Mobile to offer four channels in the U.K., Germany and Austria, with more channels and countries to follow.

Deal puts MTV’s musicvideos plus shows including “Pimp My Ride,” “SpongeBob SquarePants,” “Dora the Explorer” and the made-for-mobile comedy “Head and Body” into the hands of T-Mobile’s 3G phone users.

T-Mobile announced the MTV alliance in Hanover, Germany, ahead of the giant CeBit technology trade fair that starts Thursday.

With its young aud, MTV is among the most aggressive of entertainment companies tapping into the mobile market, in which young people will use phones for fun and games.

Like many other TV and music companies, MTV is working with operators and around them as they experiment with different ways to get programming onto phones.

MTV has its own branded cellular networks in some countries — in the U.S. it is a partner in the fledgling Amp’d cellular brand — and has pre-loaded material and links to its mobile Web site on Motorola phones.

“There are big questions about the role of the operator, the role of alternative carriers. Obviously, operators are a very important piece of the puzzle,” said MTV senior veep for digital Gideon Bierer.

Like many deals in the nascent cellular entertainment biz, 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.

“We’re trying to show people what they can use their phones for,” a T-Mobile rep said.

T-Mobile deal marks the first time MTV has offered fare from across its brands from the start of an operator pact.

T-Mobile is taking programs from MTV’s Paramount Comedy and Nickelodeon channels, as well as from MTV’s entertainment and music webs, known respectively as Snax and Trax in the U.K. and as Shorts and Music in other European countries.

The shows are free to users this month in Germany and Austria, where T-Mobile will start charging in April. Germany and Austria will not show Paramount Comedy until later in the year. All four channels will launch in the U.K. this summer.

The programming is a mix of made-for-mobile content, shortened repackaged versions of TV shows and simulcasts of MTV’s regular TV musicvideos. The programming runs in loops of around one to three hours. Individual shows last five minutes or less.

More TV

  • Stephen Colbert Louis C.K.

    CBS Sees Primetime, Late-Night Advertising Gains From Upfront (EXCLUSIVE)

    Despite an array of new video options, Madison Avenue is still placing big bets on one of its standbys. CBS expects the volume of advance advertising commitments placed against its next primetime schedule to rise 5% to 6%, according to a person familiar with the matter, and advance commitments placed against its late-night programming to [...]

  • Ramy The Other Two Emmy Contenders

    From 'The Other Two' to 'Ramy,' Freshman Comedies Campaign for Emmys

    The stakes are massive for this year’s freshman class of Emmy contenders, especially the new comedies hoping to break into a race dominated for years by “Veep” and other veterans. That’s because a nomination for a show’s first season has major impact on its future awards chances. “With comedies, it’s important to set the bar [...]

  • Pride Allies

    The Hollywood Allies Who Helped Protect, Advance the LGBTQ Community This Year

    Strong and proud as it is, the LGBTQ community’s fight for equality needs allies — from loving and accepting families to galvanized colleagues and corporations to the movie star you’ve never met calling for boycotts of a homophobic nation-state. Several of those queer supporters in Hollywood and music used the megaphones of social media, public [...]

  • Screen writer Beau WillimonMary Queen of

    Beau Willimon Running Unopposed for Re-Election as President of Writers Guild East

    Beau Willimon, the playwright and showrunner who launched Netflix’s “House of Cards,” is running unopposed for re-election to a two-year term as president of the Writers Guild of America East. Willimon also ran unopposed in 2017 to succeed Michael Winship. The WGA East announced a total of 24 candidates Thursday for its top officer posts [...]

  • The Last Cowboy

    Paramount Network Orders Unscripted Series 'Last Cowboy' From 'Yellowstone's' Taylor Sheridan

    Paramount Network is doubling down on its relationship with Taylor Sheridan. The cable network has ordered a new unscripted series created by Sheridan, the co-creator of the hit Paramount Network scripted series “Yellowstone.” The series is titled “The Last Cowboy.” It chronicles the lives of eight men and women who compete on the regular reining [...]

  • Demi MooreFriendly House Lunch, Arrivals, Los

    Demi Moore Joins 'Brave New World' Series at USA Network

    Demi Moore is the latest name to jump aboard UCP’s “Brave New World” series. The actress will play the recurring character of Linda, the brash, hard-living mother of Alden Ehrenreich’s character, John. The series, based on the Aldous Huxley novel of the same name, imagines a utopian society that has achieved peace and stability through [...]

More From Our Brands

Access exclusive content