MTV Invests in Amp'd Mobile

Thu Dec 15, 2005 1:31 pm

MTV Networks has agreed to become an investor in privately held Amp'd Mobile and will provide video clips and other content for a wireless service that Amp'd plans to kick off this week.

The two companies will develop joint marketing and promotions across MTV Networks' brands and screens. Additionally, MTV Networks will make an investment in Amp'd and appoint Jason Hirschhorn, MTV Networks' Chief Digital Officer, to the Amp'd Board of Directors.

"When we began this company, partnering with MTV Networks was our #1 goal, not only because of their unrivaled understanding of today's young adults, but also because we share the same goal of delivering the most original and compelling content across the rapidly evolving wireless space," said Peter Adderton, CEO, Amp'd Mobile. "By adding the incredible breadth of content that only MTV Networks' brands can provide to our already stellar line-up of music, lifestyle, sports and gaming, we're confident that Amp'd Mobile will provide the best broadband mobile entertainment experience in the market. With MTV Networks' investment, we're also assured the ongoing involvement of the world's foremost youth culture experts. This is a big win for us."

Under the terms of the agreement, Amp'd Mobile will deliver video clips, ringtones, ringbacks, screensavers, wallpapers and more from MTV Networks' leading properties to its subscribers over its 3G broadband wireless platforms. Additionally, the two companies will collaborate on original made-for-mobile content created exclusively for Amp'd Mobile subscribers, including interviews, behind-the-scenes clips, and other short-form video programming. MTV Networks also is working with Amp'd to make URGE, MTV Networks' forthcoming digital music service, available to Amp'd subscribers.

"Amp'd is a welcome addition to Comedy Central's multiplatform strategy of delivering premium content anywhere, anytime," said Doug Herzog, President Comedy Central. "We're excited to be in business with Amp'd, a company whose brand complements our viewers' attitudes, and we look forward to providing our viewers with another opportunity to personally connect with Comedy Central and our content via Amp'd's wireless network."

"With its soon-to-be-legendary ease-of-use and state-of-the-art interface, Amp'd's new service will be the perfect soul mate to our vast libraries of content - an unrivaled combination that will set the standard for mobile entertainment," Hirschhorn added.

Amp'd Mobile is set to launch limitedly online, exclusively at Ampdmobile.com, on December 15 with more extensive distribution announced by the end of the year.

Source: http://www.mobiledia.com/news/41418.html