VH1 pushes Mobile Junk service

IT SEEMS that music channel supremo, MTV Networks, has finally woken up to the fact that its audience increasingly watches the mobile phone screen rather than the TV screen.

According to the FT, it has decided to form a new division - the Mobile Media group - to capitalise on its content and brands.

"Connecting with our consumers on every platform they love is at the heart of our digital strategy," claimed Judy McGrath, CEO with MTV Networks.

MTV Networks says it is already the leading supplier of video content to mobile phone carriers - publishing more than 600 clips and 30 hours per month in the USA.

The company is apparently most excited by a new service, Mobile Junk 20, that it has launched in conjunction with cdmaOne operator, Sprint.

This service enables Sprint subscribers to upload, rate and share all the off-the-wall videos that they create using their mobile phones.. They can also vote for their favourite clips, which will be broadcast on the company's networks - MTV and VH1.

To get the VH1 Mobile Junk service simply text the word 'JUNK' to 2323. µ

L'INQ
VH1 Mobile Junk