Not The First Time For Virgin

The wireless carrier today said it would extend its existing relationship
with both networks to provide Virgin Mobile users with access to music and
entertainment programming from both MTV and Comedy Central.

Virgin Mobile will become an advertising sponsor for MTV’s “Total Request
Live,” a music video spotlights show, and “Direct Effect,” the network’s
hip-hop, rap and R&B party program, under terms of the agreement.

In addition, Virgin will be the exclusive wireless carrier for “Total
Request Live” and “Direct Effect” branded mobile content, according to
Virgin.

Each show also will showcase exclusive mobile content, such as
on-air ringtone charts and live in-program voting sponsored by Virgin
Mobile.

“The relationship between MTV and Virgin Mobile continues to grow and bring
immense value to both parties — and to our shared audiences,” Dan Schulman,
CEO of Virgin Mobile USA, said in a statement.

Virgin will continue to offer other non-exclusive mobile programming from
MTV and from Comedy Central, including “Daily Show” headlines, Comedy
Central’s popular “Joke of the Day Alert” and more, the company said.

“In renewing this partnership, we’re giving Virgin Mobile customers
un-tethered access to two of our top music franchises — and, in the process,
setting the standard for seamless interaction with multi-platform
programming,” Christina Norman, MTV president, said in a statement.

MTV said it will build special WAP-based micro sites for Virgin Mobile users
to access exclusive graphics, games, alerts and sweepstakes entries that
will be promoted on both programs.

Virgin Mobile subscribers can continue to access the existing menu of MTV
content via their handsets or online through MTV.com and
virginmobileusa.com.

This new agreement builds upon a 2002 contract between MTV and Virgin that
was signed with the launch of Virgin Mobile USA.

Under the terms, Virgin
continue as the wireless sponsor for the MTV’s Video Music Awards (VMAs). It
will be the third consecutive year Virgin has been the official wireless
sponsor of the VMAs.

“The relationship between MTV and Virgin Mobile continues to grow and bring
immense value to both parties — and to our shared audiences,” Schulman
said.

MTV inked another content deal last month as AOL
expanded its video search engine capabilities to
feature RSS feeds from MTV Networks’ programming services.

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