Virgin Mobile announced today that it will be expanding its roster of exclusive MTV programming, building upon a partnership that has existed since 2002. “We’ll be able to provide customers with exclusive content from what we consider to be their best shows: Total Request Live and Direct Effect,” Howard Handler, chief strategy officer for Virgin Mobile USA, tells ADOTAS.
TRL and its hip-hop flavored alternative, Direct Effect, will join non-exclusive content from both MTV and Comedy Central, which includes “Daily Show” headlines, the network’s popular “Joke of the Day Alert”, and more. Each show also will showcase exclusive mobile content — such as on-air Ringtone Charts and live in-program voting — sponsored by Virgin Mobile. In return, MTV will build special WAP-based microsites for Virgin Mobile users to access exclusive graphics, games, alerts and sweepstakes entries — all promoted on both programs.
Additionally, Virgin Mobile will continue on as the wireless sponsor for the MTV Video Music Awards. Last year’s VMAs featured mobile Viewers Choice voting, “VMA Insider” alerts and original ringtones;Virgin promises even more innovative mobile content for the 2006 Awards.
In a press statement, Virgin Mobile USA’s CEO Dan Schulman explains that additional content will be a positive step for both parties. “The relationship between MTV and Virgin Mobile continues to grow and bring immense value to both parties — and to our shared audiences. Music and MTV are essential elements in the daily lives of our customers. So, finding bigger and even more exciting ways to deliver these experiences with a uniquely mobile spin is a natural for us. We’re thrilled to move forward with MTV in our corner.”