Optus today launched MTV Mobile, Australia's first fully integrated mobile and web music portal.
This follows a deal with MTV Networks Australia to provide original MTV content to Optus Zoo.
Exclusive to Optus, MTV Mobile expands the range of music entertainment options available from Optus Zoo - the suite of entertainment, information and mobile content services launched in November 2003.
MTV Mobile provides a range of new services including: preview length music video clips; MTV news; reviews; gig guides; and MTV charts. A key feature is the ability to purchase full-length music downloads, using an Optus mobile post-paid or pre-paid phone account. Over 150,000 tracks from music labels like BMG, Sony Music Entertainment, EMI and Warner are available.
Stuart Tucker, Marketing Director Optus Mobile, said MTV Mobile created a one-stop music entertainment shop for Optus' 5.7 million mobile customers.
"Convergence of the mobile, computer and music devices is an exciting future trend. With MTV Mobile now on Optus Zoo, we are well positioned for the future generation of handsets that allow music to be stored and played.
"Music holds great appeal to our mobile customers, with more than 40 per cent keen to access downloads according to our research. Now all our mobile customers can purchase music entertainment, with the convenience of billing via their Optus mobile account," Mr Tucker said.
To promote the new service, full-length music downloads will cost $1.00 during September 2004.
From October 2004, exclusive MTV Australia content will also be available. Customers will be able to sample free music downloads, as part of MTV's 'download and discover' feature. Other MTV-created exclusive content will include ring-tones, wallpaper, and artist information.
MTV Australia Channel Manager Helen Ryan said "We're committed to providing our audience access to MTV whenever they want – to feel it, touch it and, quite literally, have it in the palm of their hands. This content arrangement provides us an unprecedented opportunity to further deliver on that promise.
"This comes at a very exciting time in MTV's history in Australia. With new programmes like 'TRL Weekend' launching in September and the first MTV Australia Video Music Awards planned for March 2005, Optus customers will now have a 'backstage pass' to some of the most exciting television and music events in the country," Ms Ryan said.
"As a leading multimedia brand for youth, MTV is the perfect vehicle to introduce the idea of mobile music entertainment to Optus customers," Mr Tucker said.
For more information visit: http://www.optus.com.au/mtvmobile
Media contact: Cathy Knezevic Optus Corporate Affairs Tel: (02) 9342 7850
Annette Staglieno MTV Australia Tel: (02) 9921 0272
About MTV: MTV Australia is a 24-hour music and entertainment network targeting 12-32 year olds on the Optus, FOXTEL, AUSTAR, FOXTEL Digital, and AUSTAR Digital platforms. MTV Australia is available to more than 2.4 million television viewers across Australia. MTV Music Television is the world’s largest television network and its holdings include 42 music programming services in Asia, Australia, Europe, Latin America, North America and Russia, 29 locally operated Web sites worldwide as well as publishing, recorded music, radio, home video, licensing & merchandising and a feature film division, MTV Films. MTV is seen in 412.3 million households in 164 territories worldwide.
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