Warner, MTV Conspire To Further Distract Drivers, Teens

Published: 2005-10-05
Not getting enough out of your cell? Think text messaging, downloading songs, playing video games and taking pictures with your phone just ain't cutting it any more? Then you'll be glad to hear that the Warner Music Group and MTV Networks have banded together to bring wireless music video programming to that thing that you occasionally make calls with.

The deal, the first of its kind but surely not the last, will see MTV gain exclusive access to Warner's music video catalogue to create original, wireless programming for mobile networks around the world. Video programming will be available either on-demand or by subscription.

Though the deal seems less about the benefits of expanding technology than an opportunity to make people pay for something that they didn't even know they needed, both sides seem convinced that the wireless market is the wave of the future.

"We just think that more music to more people in more places is a very good opportunity for our artists, for our company and we hope for MTV as well," said Warner Music Group chief Edgar Bronfman, Jr.

Judy McGrath, MTV's chief executive, meanwhile, added somewhat ominously that MTV is "focused on being on every screen our audiences care about, and wireless is in the forefront."

The future, it appears, is now. Sadly.

Writer: Neil McDonald



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