In a move that proves MTV is increasingly slow in responding to the kinds of youth culture phenomena it once ignited, the Viacom-owned cable network announced the launch of its Mobile Media Group division, which will develop MTV content and brands for wireless games, ringtones and video clips. The group will administrate mobile activities within MTV Networks' various cable channels (e.g. Nickelodeon, VH1 and Comedy Central) and among its domestic and foreign operations. Among its responsibilities: Mobile Junk 2.0, a new user-generated content service launching in conjunction with Sprint Nextel.
"Connecting with our consumers on every platform they love is at the heart of our digital strategy," MTV Networks CEO Judy McGrath said in a prepared statement.
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