MTV Takes Comedy Central Mobile (Nellymoser) | Mobile Marketing Association
July 12, 2006




MTV Takes Comedy Central Mobile



Challenge:
World renowned MTV wanted to make the Comedy Central experience available anytime, anywhere, on any mobile phone. Reaching over 82 million U.S. cable households in the US and rated the world's most valuable media brand*, MTV’s mobile strategy would need to be perfectly executed to increase revenues and boost its hard earned brand capital.<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

The challenge lay in implementing a program that eliminated the fragmentation in a mobile market that has thousands of handsets, hundreds of carriers and dozens of networks, a diversity of mobile device standards and numerous distribution channels with differing revenue models. MTV needed an end-to-end mobile solution that provided a fast and efficient path to mobile revenues.

Solution:
MTV selected Nellymoser to produce, distribute and monetize its content in the mobile market. Nellymoser's ASAO Next Generation Mobile Media Platform, unique creative capabilities and dedication to designing world-class consumer experiences created "Take Out," an on device portal utilizing Nellymoser’s turnkey, white label, MediaPlex Solution Suite. “Take Out” provides on-demand video, streaming audio, personalization and user generated content to Comedy Central’s discerning base of fans anytime, anywhere across the widest range of handsets. Using Nellymoser’s solution MTV achieved several goals: fast track to mobile revenues, new standards for quality of user experience, increased consumer reach and rapid consumption of mobile content.

Results:
With the ability to reach close to 35 million subscribers on three different networks in the US, Comedy Central’s “Take Out” not only sets new standards in usability and quality of user experience, but also market penetration. Users can watch on-demand video from shows like "The Daily Show with Jon Stewart," "South Park" and "The Colbert Report;" listen to audio streams of comedy routines; preview and purchase ringtones and wallpapers; schedule SMS reminders for upcoming Comedy Central TV shows; and send e-mail roasts, or insults, to friends, all from their mobile phones. Nellymoser’s ASAO Next Generation Mobile Media Platform enables MTV to touch one individual at a time and create valuable, lasting relationships and communities anytime, anywhere.

*Interbrand's 2001 survey "The World's Most Valuable Brands

About Nellymoser
Nellymoser is the leading provider of rich mobile media solutions for mass market, network connected mobile devices. Utilizing Nellymoser's ASAO Next Generation Mobile Media Platform and portfolio of solution suites, media companies and network operators deliver interactive and personalized mobile experiences that include video, music, ringtones, graphics and games, making it easy and fun for consumers to search, discover, preview, purchase, share and enjoy mobile content directly from their mobile devices. Customers include MTV, Warner Music Group, IGN/Fox, InfoMedia, Microsoft, Zingy, Leapfrog, Sony, Ericsson, Vivendi and Electronic Arts. For more information, visit www.nellymoser.com.