MTV Music ID goes live on Sprint Android phones

Youth entertainment giant MTV unveiled its MTV Music ID mobile content bundle via Sprint (NYSE:S) Android smartphones including the LG Optimus S, Sanyo Zio and Samsung Transform. Introduced in conjunction with the Sprint ID initiative, which collects apps, widgets, ringtones, wallpapers and related content into a single download experience, MTV Music ID integrates the MTV Meter--a daily list of trending artists complete with audio samples, photos, recent tweets, news articles and bios--alongside the MTV News App (customizable according to the subjects that interest users the most), the MTV Headlines Widget, MTV Photos and the official MTV Twitter Account. In addition, MTV Music ID boasts access to digital music services Rhapsody, Pandora, SoundHound and doubleTwist.

Sprint introduced Sprint ID in October. For content providers like MTV, the Sprint ID pack format represents an opportunity to deliver content directly to the mobile audience--in many ways, its approach recalls the MVNO model, but without the service plans and handsets. In addition, the ID packs offer publishers the opportunity to curate consumers' mobile app download experience, guaranteeing that users obtain an aggregate of integrated, complementary solutions in one fell swoop.

"At the highest level, we think our business benefit is through gross adds--it's about customer acquisition," Sprint director of open enablement Kevin McGinnis told FierceMobileContent earlier this year. "We have our own channels today, and we have our brand that we go out and try to swing doors with today. But we think there's a huge opportunity to work with other large affinity brands and special interest groups who have a more emotional relationship with their consumers--greater than our brand--and let them start advocating that you can get the best experience on Sprint. (With Sprint ID), we can have them spend their marketing dollars and generate interest, without us investing in that marketing initiative."

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