Preloaded will be responsible for the development of the overall creative and brand development of the enhanced interactive television and planned cross-media applications.
The consultancy has also been tasked with co-designing the broadcast look with MTV's creative department, which will ensure the full integration of the enhanced services with the broadcast offering.
Chris Sice, managing director MTVi UK, said, "MTV shaped music television in the past. We have given Preloaded a remit to help us shape the future of music television. They share our vision for building a pioneering iTV service like you've never seen before."
The partnership marks the beginning of an ongoing relationship, with Preloaded being involved in all areas of content, functionality, design and development of the service.
Paul Canty, director at Preloaded, said, "Preloaded will be working with all the key departments within MTV. This means we will be able to push the medium further and deliver a service that is truly integrated with MTV programming."
The appointment follows the success of MTV's first move into interactive television where it designed a service for the MTV Europe Music Awards earlier this month, which saw more than 1.2m votes for acts being received.
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