After erecting billboards around Malta heralding the arrival of MTV Mobile Malta, telecoms provider Go yesterday announced its partnership with MTV Networks International's Emerging Markets Group to add a new service to the local market.
A Go spokesman said MTV Mobile Malta would be launched "in the next few weeks".
Aimed at younger mobile phone users, Go said MTV Mobile comes with branded SIM cards and will give subscribers access to exclusive music, video and internet content. Registration may be made online at www.mtvmobile.com.mt. An MTV Mobile Malta profile has also been set up on Facebook which will provide updated details on the new service.
"MTV has been looking at identifying mobile providers all across the world to deploy its branded mobile services," Go chief operations officer Norbert Prihoda told The Sunday Times.
"The business model adopted by MTV is not that of an MVNO (mobile virtual network operator) but rather the decision is to partner with Go to deploy a mobile offering using the company's existing 2G, Edge and 3.5G infrastructure and customer service. In this context, MTV Mobile customers will benefit from customised services and content which is specifically and exclusively developed by MTV for them. This is in addition to an attractive distinct tariff."
MTV Mobile's Malta offering will be similar to that offered in Belgium, France, Germany and Italy, according to Justine Powell, vice-president, digital media, emerging markets, MTV Networks International.
"To date, the MTV Mobile service has been very successful," Ms Powell said. "In Benelux, the customer base for the MTV-branded service grew by 400 per cent in 2008 and we have seen a similar success in France, Germany and Italy."
She explained that the MTV Mobile brand is present in other regions, including Spain, the UK, the US, Japan and Brazil as a mobile content distribution service.
While MTV Mobile is to offer customers exclusive access to events locally and overseas, Ms Powell pointed out that the mobile service was distinct and totally unrelated to other MTV initiatives, including the MTV summer events held in Malta.
Mr Prihoda said details about support services like branded stores and customer care would be revealed soon. He explained that the Malta set-up would be similar to the Italian service, which is provided by local operator Tim.
"At this stage, we can say that MTV Mobile customers will have their dedicated customer service number and website. They will be able to obtain all in-store services from different locations, including all Go stores," he added.
Despite the fact that another service, Bay Mobile, targets the same age bracket, a Go spokesman said the MTV Mobile service would be different as it tied Go to a globally recognised brand. MTV Mobile would be operated exclusively by Go. There was no intermediate company, the spokesman said. Yesterday's statement gave little detail on tariffs, only stating that mobile usage will be "easy and cheaper". The MTV Mobile service will include mobile web access and exclusive MTV downloads.
Bhavneet Singh, managing director and executive vice-president, emerging markets for MTV Networks International, said the company aimed to continue to roll out the MTV brand across all available media platforms, on- and off-air, to ensure fans may interact with MTV through various channels. He said the brand already enjoyed a strong youth following locally and he expressed confidence in MTV's partnership with Go.
The Emerging Markets Group is one of MTV Networks International's fastest growing regions in its portfolio. It manages 30 TV channels, 31 websites, two rich media websites featuring newer technology, and four mobile TV channels encompassing the MTV, VH1, Nickelodeon, Viva, Comedy Central and Colors brands in central and eastern Europe, Russia, Africa, the Middle East, and India.
MTV Networks' brands are present in 578 million households in 162 countries and 33 languages through 166 locally programmed and operated TV channels and over 350 digital media properties. MTV Networks is part of Viacom Inc. which also owns the BET Networks and Paramount Pictures Corporation.