The initiative is part of a $75m global partnership between MTV and Motorola aimed at bringing cutting-edge creative to young adults across MTV's channels.
Animated and live-action programming including bizarre wheelbarrow stunts, animated portraits that dance to electronic beats and fantasy characters, can be downloaded by MTV viewers to their mobiles.
The six-month campaign is in line with MTV and Motorola's commitment to bringing cutting edge creative to young adults across Europe.
In addition, Motorola handset owners will also have access to a dedicated 'VIP' area which will offer exclusive and bespoke MTV content including wallpapers, ringtones, MMS templates, screensavers and games to personalise their phones.
MTV Load content will be showcased on-air via one- and two-minute vignettes which will be broadcast across MTV's 146m homes in Europe.
The vignettes will carry a URL which will drive MTV's audiences to a localised MTV Load , which will act as a 'shop window' for content.
Users will be asked to enter their telephone number to receive an automatic wap url which will give them access to free downloadable content featured within MTV Load vignettes, alongside wallpapers, skins, ringtones and screensavers.
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