MTVN finds 1st sponsors for wireless ad initiative

Pepsi, Intel on board for mobile

Viacom's MTV Networks signaled the next phase in its wireless strategy Wednesday with the announcement of major advertising agreements with Pepsi and Intel at the CTIA wireless technology conference.

"What we can now offer these sponsors is an utterly distinctive multiplatform package that encompasses linear television, mobile video and wireless Web ad spots," Viacom president and CEO Philippe Dauman said during his keynote speech in Orlando. "We believe that advertising can work on the wireless platform."

As charter sponsors, Pepsi and Intel are the first marketers to which the Viacom division has sold advertising across its mobile platform and represents an opportunity for greater brand integration across all of MTVN's digital platforms.

The sponsorship coup was one of several mobile deals Viacom disclosed Wednesday. Also an-nounced was an expanded partnership between Sprint and MTVN that results in bringing the number of live-streaming and VOD channels featuring MTVN content to 14.

Besides offering VOD content from 10 MTVN brands, Sprint now will offer streaming content from MTV, Nickelodeon and Comedy Central. Additionally, the wireless provider will highlight new mobile Web sites from MTV, Comedy Central and VH1 on its deck.

Comedy Central also announced the launch of "South Park 10: The Game," a wireless product developed in collaboration with RealNetworks and based on the show's first 10 seasons.

The larger relationship with Sprint also involves the launch of another mobile video channel — this time from, Viacom's online destination for gamers.

Sprint will offer GameTrailers' new mobile video channel, which includes the original mobile series "Go Gaming," devoted to the coverage of wireless games.

GameTrailers' gaming content also will be distributed to Amp'd Mobile customers in the spring and eventually across all wireless carriers, part of a larger partnership between the mobile entertainment company and MTVN.

Nickelodeon and the N are collaborating with Amp'd on individual channels as well as a channel based solely on the "SpongeBob SquarePants" franchise.

Also Wednesday, BET Networks launched "106 & Park Mobile Fan Club," a mobile extension of the on-air music video show. It offers free ringtones based on the show and other features.

For its part, Viacom's Paramount Pictures became the first studio to launch a "mobile movie studio," offering microsites based on its individual movie releases.

"Our objective is to be everywhere our audience is … and in a wireless world that means quite literally everywhere on the planet," Dauman said.