MTV freebies bow online at Mywaves

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MTV Networks will showcase clips on mobile destination Mywaves, marking the first time the Viacom-owned network has put video content on a free ad-supported mobile site.

Beginning today, the WAP site mywaves.com will present trivia clips from VH1's "On This Day in Music." Video from Spike's "30 Seconds of a Hot Chick" and video reviews and trailers from GameTrailer will be on the site in the next several weeks. More content is scheduled to be added from other MTVN brands during the year.

MTVN video content currently is available via subscription or a la carte through wireless carriers, and the network has its own free ad-supported mobile sites. But this is first time that video offerings will be found for free on a mobile site.

Mywaves, funded by venture capital firm Menlo Ventures, said it attracts 5 million monthly visitors, with most returning weekly and logging on for an average viewing time of 24 minutes per session.

Asked about the MTVN partnership, Mywaves CEO and founder Rajeev Raman said, "When you decide to stick your toe in the water and do something so new, you want to do it in a manner that you're going to hit scale right away."

Raman noted that MTVN and Mywaves both target the same young adult demographic.

He said both companies will sell the advertising, with each seeing a split of the revenue. Mywaves will get a greater share if it makes the sale and vice-versa.

Founded in 2005, Mywaves has signed content deals with Fox, CBS, RipeTV and Funny or Die, with more content partnerships to be announced shortly.

Besides the mobile site, Mywaves content also can be viewed on portable devices via a downloadable application.
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