MTV Looks to Leverage Mobile Content

Aimed at expanding its presence in the mobile sector, MTV Networks has created a new division specifically charged with expanding its presence on mobile devices.

The group will manage MTV's mobile partnerships and content distribution, while working with the company's various divisions to develop new content and application. Already, MTV produces 600 clips, or about 30 hours of mobile video per month, it said.

"Connecting with our consumers on every platform they love is at the heart of our digital strategy," MTV Networks chairman and CEO Judy McGrath said. "MTVN Mobile Media will help our brands take it even further in distribution and product development."

MTV has made mobile content a large part of its strategy going forward. Nickelodeon promotes ways to interact with the network through text messaging on air, and Spike TV through partner Amp'd Mobile was the first to stream a sporting event to mobile handsets.

Other networks under the company's umbrella, including Comedy Central, CMT and the MTV network itself already offer some type of mobile programming through various cellular carriers.

Showing interest in what is an increasingly more central part of the lives of its target demographic may help to silence some of its biggest critics. MTV has been chastised for not using the Web 2.0 movement to its advantage.

"Our audiences lead an on-demand lifestyle and our brands deliver the best pop-culture, music, comedy and entertainment programming on the handset," MTVN Mobile Media president Mika Salmi said. "With MTVN Mobile Media, we're poised to deliver even more compelling mobile content and further deepen our connection with our viewers."