Chum, Amp'd team in dist'n deal


TORONTO --Canadian broadcaster Chum Ltd. and U.S. wireless phone operator Amp'd Mobile on Thursday unveiled a content distribution deal that targets the youth market both covet.

The two-year agreement will see Toronto-based Chum deliver MuchMusic-branded content to the Amp'd Mobile live video entertainment service for cell phones.

MuchMusic content available on the Amp'd Mobile service beginning March 14 will include VOD content, live streaming from Chum's MuchMusic, MuchVibe and MuchRetro cable channels, and looped performances from such MuchMusic shows as "Intimate & Interactive" and "Live@Much."

Amp'd Mobile launched last year, initially in the U.S. and Japanese markets, with an eye to further international expansion going forward.

Maria Hale, vp of business development at Chum Television, said that the license fee and revenue-sharing distribution deal will align the MuchMusic and Amp'd Mobile brands in the wireless phone market and get her company's content on new digital platforms worldwide.

"This helps us get our brand established internationally, just as it is already established in Canada," Hale said.

Dave Sypniewski, vp of marketing at Amp'd Mobile Canada, said the Chum distribution deal -- which comes on the heels of a separate content and distribution deal with MTV Networks -- follows a strategy to partner with a "pace-maker" in different markets.

"For us, this deal is a strategic deal, not only in Canada, where everyone loves MuchMusic and has that emotional connection, but elsewhere where we're looking to push content to other territories," he added.