Posted by Dave
Rap News Network
4/6/2006 1:03:06 PM
Tags and topics realted to this article include LL Cool J. Hip Hop, Rap and Wireless.
In his keynote address at CTIA Wireless 2006, MTV Networks Music Group President Van Toffler highlighted the appeal of short-form video from the MTV, VH1, CMT, COMEDY CENTRAL, Logo and Spike TV brands on the wireless platform, which he called a “rich, creative medium” for new and emerging talent to connect with and cultivate new audiences. To underscore that point, Toffler welcomed surprise guest, Def Jam recording artist LL Cool J, to the stage. LL offered an advance look at an upcoming episode of MTV’s “Life & Rhymes,” which chronicles his life as an artist and is set to debut April 10 on MTV, MTV’s broadband channel “Overdrive,” and on MTV Mobile.
Audiences have increasingly embraced MTV Networks’ diverse array of mobile programming. For the month of March, MTV Networks streamed nearly 2.5 million videos cross-carrier, an all-time high, Toffler reported, adding that the number is growing by nearly 40 percent month-to-month for the first three months of 2006.
“Our audience is responding in droves to our mobile programming,” Toffler said. “They have a personal relationship with our brands and they increasingly want to consume our content on the handset, the new ‘holy grail’ of electronic devices.”
LL Cool J echoed that sentiment, adding: “The mobile phone helps me establish closer ties with my fans, connect with new ones and hopefully inspire everyone I touch through my music. The cell phone – which has become the accessory for today’s young adults – is one way that helps me reach them.”
Among the varied types of mobile programming driving audience consumption are music videos, comedy segments, user-generated content, scenes from television shows, ‘after shows’ developed exclusively for mobile, never-before-seen outtakes, and short art breaks, also known as “sharts,” featuring animated and live-action segments. In many respects, the burgeoning mobile platform is a return to MTV Networks’ early roots, when MTV gained significant notoriety for the five- and 15-second art breaks created by brilliant, young talent and which lived between the music videos.
For the MTVN Music Group, which encompasses the CMT, MTV and VH1 brands, three types of programming – extensions of on-air franchises; made-for-mobile episodes; and music – are all performing well on the mobile platform.
· Extensions of On-air Franchises
· VH1’s ‘Flavor of Love,’ the most successful show in that channel’s history, was also the most popular VH1 Mobile content in February and March.
‘Web Junk 20,’ also on VH1 and VH1 Mobile, ushered in the user-generated era to TV and simultaneously to mobile phones.
1 CMT recently debuted 100 clips for the hit series ‘Cowboy U,’ the original reality series now in its sixth season.
· Made-for-Mobile Programming
· MTV will showcase a 20-year-old college student’s visu
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