While file sharing services are being used by more and more consumers as a convenient way to download songs from the Internet free of charge “wireless gives the music industry an opportunity to distribute content in a much more secure environment and to create a whole new avenue to address consumers” (Michael Nash, senior vice president, Internet strategy and business development for Warner Music Group).

The first channel, October 2002, that allows subscribers to use their mobile phones to access music clips, receive artist news, learn about tour dates and view artist images, purchase ring tones and CDs was the “Warner Music” mobile channel on AT&T wireless mMode phones planned by WMG.
Three months later, Warner Music Group extended its service to Sprint PCS Vision mobile phones so subscribers were able to hear samples of new and pre-released music and a collection of official artist branded animated ring tones.

Music broadcaster, MTV International, has also taken its opportunity of entering into the wireless space.

In 2002, MTV Networks signed an exclusive multiyear content and marketing agreement with Virgin Mobile. Following this, Virgin customers could receive MTV show and music alerts about top news stories, vote for their favourite videos, gain access to show times for MTV and MTV2. (Also available was a wake-up service from an MTV celebrity and a “rescue ring”, allowing customers to set their mobile phones for a specific time when they want the voice recording of an MTV cast member to “rescue” them from a precarious situation such as a blind date.)
On March 12, 2003 Motorola (NYSE: MOT) and MTV: Music Television, owned by Viacom Inc. (NYSE: VIA, VIA.B) —announced an unprecedented three-year $75 million alliance.
Together, MTV International and Motorola will provide an environment that radically accelerates the way people use and view their mobile phone — creating a mobile entertainment experience for consumers to text, talk, rock, mix and more…

● Innovative MTV content pre-loaded onto Motorola handsets, including ring tones, games, images, and more;
● New MTV shows and vignettes in each region spotlighting new music and developing artists;
● On-line extensions for Motorola and MTV’s Web sites;
● Live MTV/Motorola events and retail promotions;
● Local media buys.

The two companies are also about to develop and integrate locally created marketing activities in regions around the globe.In each region, MTV and Motorola will be introducing a number of new mobile entertainment experiences illustrating the endless possibilities created with this new collaboration, and every region will create their own show to address the different styles of the local preferences.

MTV plans to promote Motorola in a variety of ways, including via a new 30-minute show featuring up-and-coming musicians in from around the world. Motorola will be the show’s sponsor. The two companies also plan cross-promotions on the Internet, along with joint store promotions and events.

A number of mobile messaging efforts (SMS, EMS, MMS), online extensions, live events and retail promotions will create a complete integrated offering through all mediums.
These kinds of services, from music news updates to audio postcards and video voting, are obviously directed to young people that wireless carriers consider critical for their next success. The main idea, was the radical change of the communication ways between teenagers, emphasizing the entertainment and the freedom of speech. This is the reason why artists, particularly those connecting with younger fans could be interested to have wireless space that will give them a really unique opportunity to reach fans directly.
“This alliance celebrates MTV and Motorola’s focus on a total lifestyle connection with our youth audiences, delivering breakthrough creativity in local markets worldwide,” commented Bill Roedy, President of MTV Networks International.

So a limited series of Motorola phones, having a unique interface and functions, was designed and built exclusively for youths with selection of SMS templates which follow “strict conditions”, wallpapers, screensavers and identification names outlined by colours and animations, all to the liking of teenagers will be available in Europe, Middle East, South America and Asian-Pacific area.
Considering that MTV is the world’s leading multimedia brand for youth, and it is the first music content provider, the key to making each of the deals work is differentiating the content and target audiences of both companies so that Virgin and Motorola don’t cannibalize each other.

Biography
Mobiledia (2005 March 24), Motorola Limited Edition Phones HIJACKED By MTV.
Morrissey B., (2003 March 13), MTV Motorola Ink $75M Marketing Pact, ClickZnews.
Motorola press release (2003 March 12), MTV and Motorola Rock the Mobile World with Three-Year $75 Million Alliance.
Softpedia news (2005 March 28), Digital invasion started by MTV and Motorola.
Weber T., (2003 May 1), Wireless Wants its MTV, PRIMEDIA Business Magazines & Media Inc.
Wilson S., (2003 March 27), Wireless Tunes Up Music Industry Profits, iMedia.
Wireless Week Staff (2003 April 14 ), MTV Launches Much-Anticipated Wireless Brand, Via Virgin Mobile.

http://news.softpedia.com/news/Motorola-Powered-by-MTV-872.shtml
http://www.clickz.com/news/article.php/2109581
http://imediaconnection.com/content/2571.asp
http://www.mobiledia.com/news/28144.html
http://www.motorola.com/mediacenter/news/detail….
http://www.wirelessweek.com/article/CA520361.html&
http://wirelessreview.com/marketingsales/wireless_wireless_wants_mtv/

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