Virgin Mobile USA, an MVNO that uses Sprint Nextel Corp.’s network, said today it is extending its relationship with MTV Networks so users can access music and entertainment programming from both MTV and Comedy Central.
The agreement calls for Virgin Mobile to become an advertising sponsor for two of MTV’s most popular daily programs, “Total Request Live” (TRL) and “Direct Effect.” Virgin Mobile also will be the exclusive wireless carrier for branded mobile content from each of those programs.
TRL and Direct Effect also will showcase exclusive mobile content such as on-air ringtone charts and live voting sponsored by Virgin Mobile. MTV further will build special microsites for Virgin Mobile users to access exclusive graphics, games, alerts and sweepstakes entries, all of which will be promoted on both programs.
In addition to providing content from the two MTV shows, Virgin Mobile will continue to offer other non-exclusive mobile programming from MTV and from Comedy Central, including “Daily Show” headlines and the “Joke of the Day Alert.