Virgin Mobile Extends MTV Agreeement

Virgin Mobile USA and MTV Networks say that they are extending their existing mobile content relationship in a move that provides Virgin Mobile users with access to music and entertainment programming from both MTV and Comedy Central. Under the agreement, Virgin Mobile will become an advertising sponsor for two of MTV's most-popular daily programs -- "Total Request Live," which spotlights viewer's favorite music videos, and "Direct Effect," the network's Hip-Hop, Rap and R&B party program. In addition, Virgin Mobile will be the exclusive wireless carrier for "Total Request Live" and "Direct Effect" branded mobile content.

Each show also will showcase exclusive mobile content -- such as on-air Ringtone Charts and live in-program voting -- sponsored by Virgin Mobile. MTV also will build special WAP-based microsites for Virgin Mobile users to access exclusive graphics, games, alerts and sweepstakes entries -- all promoted on both programs.

In addition to offering content from "TRL" and "Direct Effect," Virgin Mobile will continue to offer other non-exclusive mobile programming from MTV and from Comedy Central, including "Daily Show" headlines, Comedy Central's popular "Joke of the Day Alert" and more.

This new agreement builds upon the Virgin Mobile USA-MTV Networks partnership that began in 2002 concurrent with the launch of Virgin Mobile USA. Virgin Mobile will also continue as the wireless sponsor for the Video Music Awards (VMAs), MTV's annual celebration of the year's best music videos."

Posted to the site on 10th January 2006