Viacom Launches Mobile Entertainment Social Network in Japan

TOKYO/SINGAPORE/HONG KONG, August 1: Viacom International
Japan has launched myMTV, the first mobile entertainment social networking service
in Japan, which will be free of charge to consumers and available on three
mobile operators: NTT DoCoMo, KDDI and Softbank Mobile.

The ad-supported service has a potential reach of 75 million
3G-phone users. myMTV is the first service to use a downloadable application
enabling simultaneous video-viewing and page-browsing on mobile. The service
enables myMTV members to create their own profile pages with exclusive artwork
provided by Japanese graphic designers, upload and share video taken on their mobile
phones and link to pages created by their friends or content providers,
including professional recording artists. Japanese artists participating from
launch with their own pages on the social networking service include Kreva,
Rize and Ryukyudisko. MTV Japan VJs and other artists appearing on MTV Japan
will also participate in myMTV.

myMTV will also feature programming from MTV’s extensive
library of programming, such as Pimp My Ride, and Japanese productions such as Usavich.

“myMTV is the most sophisticated mobile service we’ve
launched to date and shows the strength of our global digital network,” said
Gideon Bierer, the senior VP of digital media at MTV Networks International.
“Japan is at the forefront of the mobile entertainment market and is playing a
key part in the global development of MTV Networks digital products.”