MTV and 3 bring video to UK mobiles

3 hopes its deal with MTV will strike a chord with UK mobile users

MTV music videos will now be available on video mobiles, following an agreement between MTV Networks Europe and 3, the video mobile network.

The deal means that from this week, music videos and original MTV programming can be viewed on 3 video mobiles.

Initially, 3 customers will be able to access MTV mobile video packages, including music-related news reports, live performance footage, and music videos. Also available will be MTV’s original programming, including clips from Jackass and Dirty Sanchez – packaged specifically for video mobiles.

From this week, 3 customers will also be able to watch clips from Dido’s latest video release White Flag, footage from live performances from Radiohead and Bjork and see the Jackass team’s naked rollerblading exploits.

MTV will provide 3 with four packages of unique, localised content:

Daily News – running from Monday to Friday, featuring breaking showbiz news and gossip.

MTV What’s Hot – packages reviewing live performances and videos by leading local and international artists.

Best of MTV – three weekly shows comprising the best of MTV’s programme content, including Jackass and Dirty Sanchez

MTV Live Lounge – three weekly shows offering the best of MTV’s archive of live performance footage by artists such as Bjork, Bush and Radiohead.

Graeme Oxby, 3 UK marketing director, says: “We’re a new network, doing things that have never been possible on a mobile before. 3 is all about video mobile – in a nutshell, sound and vision at the same time – and music videos bring alive the possibilities of this technology for music fans. MTV is the leading music entertainment brand in the world and its programming is of the highest standard. We wanted the best for our customers. With this agreement we have it and we’re delighted with MTV’s commitment to video mobile.”

Dave Sibley, vice-president and general manager of European Marketing Partnerships for MTV Networks Europe, adds: “It’s great to be partnering 3 to deliver music videos to mobiles for the first time in Europe. MTV is committed to delivering original and unique content through the mobile channel to its core audience. This is a continuation of its holistic ‘always on’ approach to content delivery – on air, on the ground, online and now on the move.”

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