MTV Networks Unveils Free Mobile Video Initiative

NEW YORK/SUNNYVALE, March
31: MTV Networks is partnering with the mobile video destination mywaves to
deliver free, ad-supported content from VH1 and Spike TV, among other brands,
to cell phones.

Through the agreement,
select video clips from VH1, Spike, GameTrailers and additional MTVN brands
will be available to mywaves users on the m.mywaves.com mobile website. mywaves
and MTVN will collaborate to serve video ads on the mywaves platform.

Beginning today, users can
access VH1's On This Day in Music
rock trivia clip. In the next several weeks, mywaves users will gain access to
Spike's 30 Seconds of a Hot Chick,
and GameTrailers video reviews and trailers. Video content from additional MTVN
brands will be made available on mywaves later this year.

"We're the leading
provider of mobile video in the world, and as we look to extend our reach and
open up our vast video content libraries even further on handsets, it's crucial
that we embrace the ad-supported model," said Alice Kim, the senior VP of
digital distribution and partner relations at MTVN. "With mywaves, we're
giving our fans the ability to freely interact with our content in a unique,
ad-supported environment, while driving viewership back to our core TV
channels, web and mobile properties."

"MTV Networks sets
the creative standard for the most popular entertainment with our young mobile
audience," added Rajeev Raman, the CEO and founder of mywaves.
"Combined with our reach, the MTVN mobile programming now available on
mywaves, offers fantastic value to consumers and advertisers. Our viewers want
to enjoy MTVN entertainment anytime, anywhere and this partnership enables us
to reach millions of engaged mobile consumers and lead the industry in
developing new advertising based business models."

—By Mansha Daswani