MTV's first multiplatform talent contract

MTV executives gave the nod to Sway's Hip-Hop Owners Manual, the first MTV show developed for the wireless platform. The show is a series of 10 shorts that feature MTV News' Sway Calloway commenting on new hip hop videos and unraveling the latest slang terms from the tracks. MTV signed Calloway to a three-year deal where he will host various projects for MTV from on-air to wireless. The deal marks the first multiplatform talent contract for the network. The show will be an offering within MTV Mobile Video content packages. MTV's Viacom siblings VH1 and Comedy Central are also making the made-for-mobile jump: VH1 launched a music-video themed mobile show called Dingo Ate My Video last month and Comedy Central is planning an animated series called Samurai Love God.

For more on MTV's hip hop show:
- see this article from MediaWeek