Consolidated Communications and Resonate join retained agencies Firefly and Taylor Herring on the roster. It includes provision for wide-ranging consumer accounts and a lobbying brief.
‘We are the second biggest channel package on the Sky platform and make a significant contribution to the creative industry,' said Sao Bui-Van, UK V-P of comms at Viacom Networks.
He added: ‘We'll be attending party conferences at the end of the year to get across a credible business message. MTV has a unique relationship with 16 to 24-year-olds.'
Consolidated will work on the party conferences brief and brand projects for sister music channel VH1. Resonate will handle comms for the third UK series of Pimp My Ride, focusing specifically on digital media.
The rostered agencies will also work across Viacom's portfolio of music channels, as well as Paramount Comedy and Nickelodeon UK. Frank PR continues to be retained by Nickelodeon.
Bui-Van said: ‘We created the roster so we could focus on big campaigns and more effectively use the resources that we have, as well as to give us more flexibility.'
He added: ‘The agencies with which we will be working demonstrated a clear understanding of MTV's brands and how we are moving towards being a digital company.'
MTV needs to ensure it maintains credibility against newer entertainment brands such as YouTube and MySpace, which have made significant gains in the music arena in the past two years.
This week, Viacom announced plans to sue YouTube and owner Google for £517m for alleged copyright infringement. The figure indicates the importance of digital content to MTV and its sister brands.