MTV inks deal with Cingular

MTV Networks announced a broad content deal with Cingular Wireless that sees the content provider feeding content from each of its networks: MTV, VH1, Nickelodeon, Spike TV and Comedy Central. While much of the content will be repurposed from current programming, Cingular subscribers will also gain access to about six hours of original, made-for-mobile content from MTV, which includes Sway's Hip-Hop Owner's Manual [1] and CMT's Road Hammers. MTV Networks already provides similar content to Verizon Wireless, is an investor in the MVNO Amp'd Mobile and does some content licensing to Virgin Mobile. While Cingular can claim a big win in its SMS voting campaigns for American Idol [2], its other content offerings are not as robust as those of Sprint and Verizon. The MTV deal suggests a ramping up of content acquisition for the carrier--at the very least to keep up with its rivals. Content goes live next week, according to industry insiders.

For more on the MTV, Cingular deal:
- read this article [3] from Variety