(CelebrityAccess MediaWire) —
MTV Networks and Warner Music Group Corp. have entered into an unprecedented global licensing agreement for the use of music videos from Warner Music Group's record labels in original mobile programming developed by MTV Networks' leading music and entertainment brands.
The agreement allows MTV Networks (MTVN) to create and distribute new short-form video content for mobile devices that contains audiovisual excerpts from Warner Music Group's music video catalog of emerging and legendary artists, including Sean Paul, Twista, Green Day, Big & Rich and Maná.
This represents the first global agreement of its kind between a media company and music label that covers programming on mobile networks. MTV Networks is the only media company to which WMG has licensed its global music video roster to create original programming for the wireless space.
"Today's digital age has created a new world in the music industry, one that requires innovative thinking about the way business has to be done to meet the evolving needs and demands of our audiences," said Judy McGrath, chairman and CEO of MTV Networks. "I want to thank Warner Music for pioneering change in the industry, and in so doing, providing us both with a way to bring more music to more fans across the globe. This is a great leap forward in the evolution of our mobile video strategy, and we look forward to developing more exciting initiatives in this space over the year to come."
"This is a highly unique and exciting relationship, one that helps us realize the full potential of our music video assets while giving Warner Music's emerging and established artists new platforms for reaching more of their fans on a global scale," said Edgar Bronfman Jr., chairman and CEO of Warner Music Group. "MTV Networks' fantastic programming expertise, its roster of world famous music and entertainment brands and its important demographics in the wireless space make them an ideal partner for taking the mobile entertainment experience to the next level and helping more of our audiences connect with the music they love."
Original mobile video content and programming developed by MTV Networks and featuring music video content from WMG will be available for mobile devices globally via streamed and downloaded video on-demand formats across the company's brands and wireless sub-brands, including MTV, MTV2, MTV Español, mtvU, VH1, CMT and LOGO as well as its international brands VIVA, TMF (The Music Factory) and Flux. How consumers purchase the content is determined by the carrier in each market and can include both subscription and a la carte pricing. /P>
Content will include short mobile programming derived from popular cable network shows, such as VH1's Driven and You Oughta Know; CMT's CMT Insider and Studio 330; as well as made-for-mobile content from MTV Networks' broadband programming such as Box Set on VH1's VSpot.
Outside the US, this deal opens the door to showcasing Warner Music artists via MTV Networks International's mobile video distribution deals, which account for more than two-thirds of the world's video-enabled handsets via networks that reach 400 million subscribers across Europe, Asia and Latin America. In total, MTV Networks International's brands are available to 670 million mobile subscribers outside the US.
New programming for international mobile audiences will include "Spotlight" – an original mobile video package franchise launching this Fall within international mobile television and on-demand video services. The video packages will feature specific artists reflecting on their careers, their music and upcoming activities. The first packages will feature Warner Music artists, including Sean Paul, Daniel Powter and David Gray. –Jane Cohen and Bob Grossweiner