Virgin Mobile Extends Exclusive Mobile Sponsorship of MTV's Video Music Awards
and Adds 'TRL' and 'Direct Effect'
WARREN, N.J., and NEW YORK, Jan. 9 /PRNewswire/ -- Virgin Mobile USA today
announced that it will continue to answer the call of millions of young
Americans who want their MTV and Comedy Central programs on the go. Virgin
Mobile and MTV Networks are extending their relationship in a move that
provides Virgin Mobile users with access to innovative 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.
"The relationship between MTV and Virgin Mobile continues to grow and
bring immense value to both parties -- and to our shared audiences," said Dan
Schulman, CEO of Virgin Mobile USA. "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."
"With its strong connection to music and entertainment, our audience loves
the Virgin Mobile brand," said Christina Norman, MTV President. "In renewing
this partnership, we're giving Virgin Mobile customers untethered access to
two of our top music franchises - and, in the process, setting the standard
for seamless interaction with multi-platform programming."
Virgin Mobile subscribers can continue to access the existing menu of rich
MTV content via their handsets or online through MTV.com and
virginmobileusa.com.
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.
The 2005 VMAs featured mobile Viewer's Choice voting, "VMA Insider" alerts,
and original ringtones from top artists. 2006 will mark Virgin Mobile's third
anniversary sponsoring the VMAs and MTV will continue to support Virgin
Mobile's VMAs sponsorship with innovative mobile content and features.
About Virgin Mobile USA, LLC:
Launched nationally in July of 2002, Virgin Mobile USA, LLC is the
nation's first mobile virtual network operator (MVNO) and first wireless
carrier exclusively focused on the youth market. Virgin Mobile is a joint
venture between Sir Richard Branson's Virgin Group and Sprint Nextel, which
operates one of the largest 100-percent digital, nationwide PCS wireless
networks in the United States. More than three million wireless users have
rejected long-term contracts and taken control of their wireless spending with
Virgin Mobile's Pay As You Go service. Virgin Mobile customers have exclusive
access to VirginXtras and VirginXL -- a suite of music, entertainment and fun
lifestyle features, including *MTV mobile content created by our strategic
partner MTV: Music Television. In addition, J.D. Power and Associates has
recognized Virgin Mobile for providing "An Outstanding Customer Service
Experience" under its Certified Call Center Program.(SM)
Phones are available at more than 25,000 locations nationwide with Top-Up
cards available at more than 70,000 locations nationwide. Virgin Mobile
products can also be purchased online at http://www.virginmobileusa.com or by
calling 888-322-1122.
About MTV Networks
MTV Networks, a unit of Viacom International Inc. (NYSE: VIA, VIA.B), is
one of the world's leading creators of programming and content across all
media platforms. MTV Networks, with 100 channels worldwide, owns and operates
the following television programming services -- MTV: MUSIC TELEVISION, MTV2,
VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV LAND, SPIKE TV, CMT,
NOGGIN, LOGO, MTVN INTERNATIONAL and THE DIGITAL SUITE FROM MTV NETWORKS, a
package of 13 digital services, all of these networks are trademarks of MTV
Networks. MTV Networks connects with its audiences through its robust
consumer products businesses and its more than 80 interactive properties
worldwide, including online, broadband, wireless and interactive television
services and also has licensing agreements, joint ventures, and syndication
deals whereby all of its programming services can be seen worldwide.
SOURCE Virgin Mobile USA
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