Nokia is supporting an MTV electronic magazine, while Motorola is backing the launch of MTV Load, a multimedia content initiative.
The Nokia-backed MTV: starzine is billed as Europe's first magazine to be created entirely by its readers, as well as MTV's first production of a magazine.
Building on Nokia's Lifeblog application, MTV viewers will be invited to contribute to the online magazine by sending in their mobile phone photographs with accompanying copy.
As part of the deal, Nokia will be a pan-European sponsor of the MTV Video Music Awards, to be held in Miami on 28 August. Tickets to the show will be offered as prizes on MTV:starzine.
The magazine will be promoted on-air, online and via a magazine campaign through glue London.
Running from now until the autumn, the promotion will have the strapline 'Snap, send, shine - fame is just a click away'.
MTV Load, which runs for six months, forms part of Motorola's three-year $75m (£43m) global partnership with MTV. It features edgy and humorous live-action programming to be aired across MTV's European network in one- to two-minute vignettes, and available for download to mobile phones.
Content, created in-house by MTV animators and graphic illustrators, includes Wheelbarrow, a live-action segment featuring bizarre stunts involving wheelbarrows and animated characters called Rotten Eggheads.
Motorola handset owners will have access to a VIP area allowing them to download special ringtones, wallpapers, screensavers and games.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the
.jpg)
.jpg)