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MTV and Amp'd Mobile announce 3G content alliance
Posted: 14-Dec-2005 [Source: Amp'd Mobile]

[Alliance to offer youth-oriented content from MTV Networks' brands including Comedy Central, MTV and MTV2 to Amp'd Mobile subscribers over its EVDO mobile platform.]

New York & Los Angeles -- MTV Networks and Amp'd Mobile, the first mobile entertainment company created specifically to bring next-generation broadband wireless services and applications to young adults, today announced a strategic alliance that will combine Amp'd's innovative mobile platform with extensive content and marketing expertise from MTV Networks' world-renowned brands, including COMEDY CENTRAL, MTV, VH1, CMT, MTV2, mtvU, TV Land, Spike TV, Logo and iFILM.

The two companies will develop joint marketing and promotions across MTV Networks' brands and screens. Additionally, MTV Networks will make an investment in Amp'd and appoint Jason Hirschhorn, MTV Networks' Chief Digital Officer, to the Amp'd Board of Directors.

"When we began this company, partnering with MTV Networks was our #1 goal, not only because of their unrivaled understanding of today's young adults, but also because we share the same goal of delivering the most original and compelling content across the rapidly evolving wireless space," said Peter Adderton, CEO, Amp'd Mobile. "By adding the incredible breadth of content that only MTV Networks' brands can provide to our already stellar line-up of music, lifestyle, sports and gaming, we're confident that Amp'd Mobile will provide the best broadband mobile entertainment experience in the market. With MTV Networks' investment, we're also assured the ongoing involvement of the world's foremost youth culture experts. This is a big win for us."

Under the terms of the agreement, Amp'd Mobile will deliver video clips, ringtones, ringbacks, screensavers, wallpapers and more from MTV Networks' leading properties to its subscribers over its 3G broadband wireless platforms. Additionally, the two companies will collaborate on original made-for-mobile content created exclusively for Amp'd Mobile subscribers, including interviews, behind-the-scenes clips and other short-form video programming. MTV Networks also is working with Amp'd to make URGE, MTV Networks' forthcoming digital music service, available to Amp'd subscribers.

"Our evocative short-form, music and entertainment programming is a driving force in youth culture," said Van Toffler, President of MTV Networks Music/Logo/Films Group. "With Amp'd's innovative service, today's youth will be able to interact with our cutting-edge content through the coolest, wireless entertainment service."

"Amp'd is a welcome addition to COMEDY CENTRAL's multiplatform strategy of delivering premium content anywhere, anytime," said Doug Herzog, President COMEDY CENTRAL. "We're excited to be in business with Amp'd, a company whose brand complements our viewers' attitudes, and we look forward to providing our viewers with another opportunity to personally connect with COMEDY CENTRAL and our content via Amp'd's wireless network."

"With its soon-to-be-legendary ease-of-use and state-of-the-art interface, Amp'd's new service will be the perfect soul mate to our vast libraries of content -- an unrivaled combination that will set the standard for mobile entertainment," Hirschhorn added.

Amp'd Mobile is set to launch limitedly online, exclusively at Ampdmobile.com, on December 15 with more extensive distribution announced by the end of the year.

About Amp'd Mobile

Amp'd Mobile will be the first integrated mobile entertainment company for youth, young professionals and early adopters. By leveraging the power of broadband wireless (EVDO), Amp'd will offer traditional services such as voice and text within a completely fresh user interface designed specifically for the "mobile graduate" and third-generation (3G) technology. With a myriad of customizable options to meet each person's individual needs, Amp'd will bring a more relevant, personal experience to wireless lifestyle with unique music, video, community, entertainment, sports and gaming offerings divided into various channels for quick and easy access.

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