MTV gets lyrical for multiplatform effort

MTV Networks' Music Group announced an agreement with digital music service provider Gracenote to launch a multiplatform initiative spotlighting popular song lyrics. MTV Networks will create lyrics-based experiences and games across multiple screens spotlighting its MTV, VH1 and CMT brands; in addition to on-air and online elements, MTV Mobile, VH1 Mobile and CMT Mobile will enable viewers to discover lyrics directly via handset by texting an artist's name, song title or a portion of a line to receive a link to a special WAP page displaying the full lyrics, along with other artist and track information. All three brands will also develop single and multiplayer trivia games for the online and mobile platforms.

For more on MTV's lyrics initiative:
- read this release

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