3 users will be able to access MTV mobile video content, with a choice of four packages: Daily News, including showbiz gossip; MTV What's Hot, with reviews of live performances; Best of MTV, including clips from 'Jackass' and 'Dirty Sanchez'; and MTV Live Lounge, with selections from the network's archive of live performances.
Graeme Oxby, marketing director at 3 UK, said: "We're a new network, doing things that have never been possible on a mobile before. 3 is all about video mobile -- in a nutshell, sound and vision at the same time -- and music videos bring alive the possibilities of this technology for music fans."
The third-generation mobile phone company, owned by Hutchison Whampoa, has signed a similar deal with the Premier League, to show highlights from football matches.
Hutchison Whampoa has spent more than £30m advertising 3 in the UK, but at the end of August this year it had signed up only 155,000 customers. The company reviewed its advertising agency but has decided to stick with TBWA\London, which created its launch advertising.
MTV Networks Europe's vice-president and general manager of European marketing partnerships, Dave Sibley, said that the deal with 3 was a continuation of MTV's holistic approach to content delivery.
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