MTV Networks Launches Mobile Messaging Platform to Connect With Audiences

MTV Networks Launches Mobile Messaging Platform to Connect With Audiences

New In-House Platform Will Support Multiple Wireless Applications and Services For Channels Including MTV, VH1, COMEDY CENTRAL, CMT, SPIKE, and LOGO

MTV Networks Partners With mBlox, the World's Largest Mobile Messaging Service Provider Specializing in Message Transmission and Revenue Settlement

NEW YORK, July 28 /PRNewswire-FirstCall/ -- MTV Networks has announced their development and launch of a new, in-house mobile messaging platform in order to deliver innovative wireless entertainment content and interactivity to consumers. The result of a major wireless initiative by MTVN, the platform will immediately enable multiple mobile applications and services for MTV, VH1, Comedy Central, CMT and others.

To support this new platform, MTVN has formed a partnership with global SMS specialist mBlox for US wireless operator connectivity. The partnership joins MTV Networks with the largest SMS aggregator in the US, and allows MTV Networks to offer premium SMS services and mobile marketing campaigns to their national audience.

The initial set of mobile applications and services launching on MTVN's new platform include:

* Cross-Carrier Mobile Voting, Polling, and Sweepstakes Entry

* Comedy Central Premium Alerts: - Joke of the Day -- daily joke - Insult of the Day -- daily insults - Booty Calls -- daily pick-up lines - Daily Show Headlines -- headlines and other select content from The Daily Show With Jon Stewart

* VH1 Premium Alerts - Best Week Ever -- selected exclusive content from the writers of this hit show - This Day in Pop Culture -- a daily dose of historic pop culture

* CMT Premium Voting: - Pick or Flick -- voting program integrated with CMT's Top Twenty countdown show

"MTV Networks programming is a multi-platform experience that extends even beyond on-air and the web," said Nicholas Lehman, SVP Strategy & Operations, Digital Music + Media, MTV Networks. "Mobile messaging is an ideal way to enable our audience to interact with programming and get our immediate, fresh, and personalized entertainment content whenever, wherever."

"As a leader in youth marketing, it is also important for us to provide our advertisers with the most innovative technologies and campaigns that stay ahead of the curve and reach our audience effectively," said Mr. Lehman. "With our new mobile platform and a team in place that specializes in mobile marketing, we can manage wireless campaigns much more efficiently, support our advertisers in this space, and entertain consumers with the best in mobile content."

"MTV Networks has the most loyal, technology savvy audience in the world with a firm hold on the 18-to-34 year old demographic, those who use SMS on a regular basis," said Jay Emmet, mBlox President -- Americas. "What mBlox is able to bring to MTVN is a specialized focus on message delivery, revenue settlement and a carrier-grade network infrastructure. Our value to MTVN is our ability to support a fun and positive experience between the MTVN campaign and the user's mobile phones. We look forward to a long and productive relationship with MTV Networks."

MTV Networks, a unit of Viacom International Inc. (NYSE:VIA)(NYSE:VIA.B), is one of the world's leading creators of programming and content across all media platforms. MTV Networks, with more than 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 90 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.

Specializing in the commercial and technical complexities of mobile payment and message transmission, mBlox is in the business of connecting companies with customers. The result of this dedicated attention to messaging services is that mBlox delivers comprehensive and reliable SMS transport and financial settlement services. With an international network of offices, mature operator relationships and carrier-grade infrastructure, mBlox powers mobile business. mBlox is headquartered in San Francisco and London, with offices across Europe. For further information visit http://www.mblox.com/.

Source: MTV Networks

CONTACT: Carole Robinson, +1-212-846-8760, or Jeanine Smartt, +1-212-846-7437, both of MTV Networks; or Jennifer Kronstain of Abelson Group for mBlox, +1-201-766-3025

Web site: http://www.mtv.com/ http://www.mblox.com/

------- Profile: Ent