The MTV account was handed to The Outside Organisation, headed by Alan Edwards, following a competitive pitch. Over the past 18 months, the brand has used Consolidated PR, Premier PR and Taylor Herring for consumer PR.
MTV declined to provide further details of planned PR activity at this stage. It is understood Outside will handle media for channels including MTV, MTV Base and MTV Two. It will raise awareness of programmes such as music sessions and video premieres.
The agency will also promote MTV's music events such as the Oxegen Festival, the 2009 MTV Video Music Awards in September and the MTV Europe Music Awards, which take place in Berlin in November.
Separately, another major entertainment brand, Walt Disney Studios Home Entertainment UK & Ireland, has brought in fresh agency help.
The company has handed a 16-month account, believed to be worth six figures, to Taylor Herring to handle its print, broadcast and online press office services.
Taylor Herring won the brief following a competitive pitch that ended Consolidated's 19-year hold on the print consumer press office work. Consolidated will continue to work with Walt Disney Studios Home Entertainment through project work and a corporate retainer. Wired used to handle the company's broadcast press office.
UK PR manager Lydia Rodrigues said: 'The PR needs of Walt Disney Studios Home Entertainment UK & Ireland are unique compared with those of other studios.'