MTV content, including music, games, images and ringtones, will be pre-loaded on to Motorola handsets. There will also be new 30-minute MTV shows in each of the station's regions.
In Europe, this will involve 'MTV Mash', a programme inspired by the European bootlegging (or mashing) scene -- the mixing of old and new tunes to create cutting-edge new music.
The deal will also extend to web strategies, with a microsite for 'MTV Mash' where viewers can submit their own mixes. Motorola will also feature what it calls a MotoMixer on its site, which provides mobile and online mixing capabilities for users to create unique ringtones.
Bill Roedy, president of MTV Networks International, said: "This alliance celebrates MTV and Motorola's focus on a total lifestyle connection with our youth audiences, delivering breakthrough creativity in local markets worldwide."
Geoffrey Frost, corporate vice-president of global marketing for Motorola, said: "Anyone familiar with our industry will view this new partnership as a significant milestone in the overall history of the wireless industry. The television landscape was forever changed when MTV appeared on TV sets around the world in 1981. We see the results of this partnership having a similar effect, as the innovation of MTV and Motorola join together to create an environment designed to accelerate and enhance the daily usage of mobile phones."
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