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MTV Gets Into Messaging

The next text message you get may be from MTV Networks.

The programmer said Thursday that it has developed and launched a new, in-house mobile-messaging platform to deliver wireless entertainment content and interactivity to consumers.

MTVN formed a partnership with global short-message-service specialist mBlox Inc. for wireless-operator connectivity in the United States.

The new platform kicked off with content from Comedy Central (“Joke of the Day,” “Insult of the Day,” “Booty Calls” daily pickup lines and “Daily Show Headlines”), VH1 (“Best Week Ever” and “This Day in Pop Culture”) and Country Music Television (“Pick or Flick”).

“Mobile messaging is an ideal way to enable our audience to interact with programming and get our immediate, fresh and personalized entertainment content whenever, wherever,” MTVN senior vice president of strategy and operations for digital music and media Nicholas Lehman said in a prepared statement.

“With our new mobile platform and a team in place that specializes in mobile marketing, we can manage wireless campaigns much more efficiently, support our advertisers in this space and entertain consumers with the best in mobile content,” he added.