MTV takes TV shows and music to mobiles in entertainment service launch

As well as accessing videos and music thorough their mobile or computers, Flux subscribers will be able to make recommendations and provide feedback to create a mobile entertainment community.

Targeting 13- to 34-year-olds, Flux will initially launch in Japan, but MTV plans to roll the service out across other markets around the world with announcements expected in the coming months.

In addition, MTV has secured a deal with Japanese singer Utada to launch the world's first mobile music video series and has already signed record labels BMG Funhouse and Columbia Music Entertainment to provide a diverse collection of music video programming.

Popular Nickelodeon TV series 'SpongeBob SquarePants' will also be played on Flux, alongside other MTV/Nickelodeon series such as 'Jackass' and 'The Osbournes'.

Flux will also feature a line-up of licensed content offering Japanese manga animations including 'Lightman', a superhero who battles against the forces of evil, and 'Polygon Family', a fantasy animation based on a video game among others.

Bill Roedy, vice chairman of MTV Networks and president MTV Networks International, said Flux was key to the digital future of the MTV brand.

"The launch of Flux symbolises the importance of digital media to MTVN's future and is our biggest international investment in this sector to date," he said.

Flux will initially cost 315 yen, or £1.60, a month.

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This article was first published on brandrepublic.com