Australian telecommunications vendor Optus has launched an MTV music service via their WAP enabled mobile network the company said today, claiming it to be "Australia's first fully integrated mobile and web music portal".
MTV Mobile comes as part of an exclusive deal forged between Optus and MTV Networks Australia to supply "original MTV content" to Optus Zoo, the telco said. The music service will supplement the "suite" of entertainment features available on Zoo, which the company first launched in November 2003.
According to Optus MTV Mobile will provide a range of music content features including music video clip previews, MTV news, reviews, gig guides and MTV charts. The Telco said its customers will also be able to purchase full-length music downloads with the charges paid via their post or pre-paid phone accounts.
Optus claims over 150,000 tracks will be available for purchase on MTV Mobile from such well known labels as BMG, Sony Music Entertainment, EMI and Warner.
Marketing director of Optus mobile, Stuart Tucker, describes the "convergence of the mobile, computer and music devices" as an "exciting future trend".
"With MTV Mobile now on Optus Zoo, we are well positioned for the future generation of handsets that allow music to be stored and played," said Tucker.
"Music holds great appeal to our mobile customers, with more than 40 per cent keen to access downloads according to our research. Now all our mobile customers can purchase music entertainment, with the convenience of billing via their Optus mobile account."
Optus said to promote the new service it will be offering full-length music downloads for AU$1.00 each during September, with the MTV exclusive content available from October this year.
Channel manager of MTV Australia, Helen Ryan, said the deal with Optus is giving MTV the opportunity to give its audience access to the show "whenever they want".
"This comes at a very exciting time in MTV's history in Australia. With new programmes like 'TRL Weekend' launching in September and the first MTV Australia Video Music Awards planned for March 2005, Optus customers will now have a 'backstage pass' to some of the most exciting television and music events in the country," Ryan said.