MTV's $300M multi-platform ad deal; Mobile toons

Upfront season is well under way for broadcasters, but MTV Networks scored the show-stopper this week as it puts the finishing touches on a $300 million multi-platform ad deal with OMD USA. OMD is an ad agency that represents more than 30 household brand names like Pepsi, Universal Pictures, Nissan and Cingular. While the deal is similar to ones between the two in the past, the big difference this year is that about $30 million of the buy will go to digital platforms, including wireless, VOD, Internet broadband and podcasting. As previously announced, the two companies will also launch a joint research project that will compile consumer-interest metrics like engagement and transference.

MTV also launched its first made-for-mobile animated shorts, Wulffmorgenthaler, which is based on the comic strip of the same name. The clips will be available starting today on MTV Networks International's mobile TV channels and mobile VOD services in Europe, Australia and the U.S. for eight weeks, then it will appear on the network's broadband services.

For more on MTVN:
- see this article from C21 Media on the mobile toons
- check out this article from MediaDailyNews about the upfront