MTV Networks and Amp'd Mobile Strike First-of-Its-Kind Development Deal to Create & Distribute Original, Made-for-Mobile Programming

NEW YORK & LOS ANGELES--(BUSINESS WIRE)--In a first-of-its-kind deal for the industry, MTV Networks, a division of Viacom (NYSE:VIA) (NYSE:VIA.B), and Amp’d Mobile today announced they are working together to create and distribute original made-for-mobile episodic series that will appear exclusively on Amp’d.

“In quarter four of last year, Amp’d Mobile’s original content represented 39 percent of all downloads”

The development deal between MTV Networks and Amp’d Mobile marks the first time a major media company and a mobile entertainment provider have come together to create and distribute content made specifically for the handset. The original programming will appear on MTV Networks’ channels on Amp’d Live, Amp’d Mobile’s entertainment portal.

The unique development deal builds upon such recent successes as “Sucks Less, With Kevin Smith” and “Lil’ Bush: Resident of the United States.” “Sucks Less, with Kevin Smith” – one of the most successful original series in mtvU’s history – features iconoclastic filmmaker Kevin Smith teaching UCLA’s first-ever mobile media production class where students write, shoot and produce the series which premieres on Amp’d Mobile. “Sucks Less…” was created in conjunction with mtvU, UCLA’s School of Theater, Film and Television and Kevin Smith, who also served as Executive Producer.

MTV Networks’ COMEDY CENTRAL and Amp’d Mobile recently announced that the original animated mobile series “Lil’ Bush: Resident of the United States” was making the leap from mobile to television – marking the first time that original content created for the mobile space has crossed over to a linear channel. The new series, originally produced for mobile by Amp’d Mobile and comedy writer/producer Donick Cary, will be co-produced by Cary, Amp’d, and COMEDY CENTRAL, and is scheduled to launch later this year.

“MTV Networks and Amp’d Mobile are building an entirely new model for the creation, development and distribution of short-form programming for consumers to access on their handset,” said Greg Clayman, Senior Vice President of Mobile Media for MTV Networks. “This process also will help us cultivate an entirely new generation of young filmmakers who are inspired to create works of art that can live on any screen.”

“In quarter four of last year, Amp’d Mobile’s original content represented 39 percent of all downloads,” said Seth Cummings, Senior Vice President of Content Development & Programming for Amp’d Mobile. “Our partnership with MTV Networks allows us to expand this category while continuing to offer top television and film creators such as Donick a blank slate to develop their pet projects into mobile.”

MTV Networks’ channels on Amp’d include MTV, mtvU, VH1, COMEDY CENTRAL, Spike and Logo. Under the deal, MTV Networks will retain the rights to develop and cross-program the made-for-mobile projects for television and other platforms.

About Amp’d Mobile

Amp’d Mobile is the first integrated mobile entertainment company for youth, young professionals and early adopters, and the only 3G carrier in the U.S. specifically targeting that demographic. By leveraging the power of broadband wireless (EVDO), Amp’d Mobile offers traditional services such as voice and text within a completely fresh user interface designed specifically for the “mobile graduate” and third-generation (3G) technology. With a myriad of customizable options to meet each person’s individual needs, as well as strategic alliances with top entertainment properties, such as MTVN and Universal Music Group, Amp’d Mobile brings a more relevant, personal experience to the wireless lifestyle with unique music, video, community, entertainment, sports and gaming offerings divided into various channels for quick and easy access. Amp’d Mobile is offered nationwide and more information can be found at www.ampd.com.

About MTVN Mobile Media

As the world’s leading provider of video content for the handset, MTVN publishes more than 600 clips and 30 hours of video per month in the United States alone, across all major carriers and leading MVNOs. Globally, the company has partnerships with nearly 70 carriers and connections with more than one billion subscribers. MTV Networks’ Mobile Media delivers a diverse array of video programming, ringtones, graphics and other content from its CMT, COMEDY CENTRAL, Logo, MTV, Nickelodeon, The N, Spike and VH1 brands. MTVN’s mobile efforts reflects the company’s overarching commitment to developing content for all screens, from television to broadband and wireless, and the company's video programming.

About MTV Networks and Viacom

MTV Networks, a unit of Viacom (NYSE:VIA) (NYSE:VIA.B), is one of the world's leading creators of programming and content across all media platforms. MTV Networks, with more than 130 channels worldwide, owns and operates the following television programming services – MTV: MUSIC TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV LAND, SPIKE TV, CMT, NOGGIN, VH1 CLASSIC, LOGO, MTVN INTERNATIONAL and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, all of these networks trademarks of MTV Networks. MTV Networks connects with its audiences through its robust consumer products businesses and its more than 200 interactive properties worldwide, including online, broadband, wireless and interactive television services and also has licensing agreements, joint ventures and syndication deals whereby all of its programming services can be seen worldwide.