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Sprint PCS Rings Up MTV Networks

MTV Networks will provide content directly to Sprint PCS customers on their multimedia phones following an agreement between the Viacom Inc. unit and the wireless provider, announced Wednesday.

Beginning in October, Sprint PCS customers will have access to exclusive programming and other short content from networks including Comedy Central, VH1, Country Music Television, Nickelodeon and The N.

Sprint added that it will eventually offer customers the ability to download a variety of other branded mobile content from each network, including music tones featuring celebrity personalities, exclusive music content, news updates, alerts such as “Joke of the Day” and screen savers.

“The relationship each MTV Networks channel has with its audience is very unique, so we're highly focused on making sure our mobile content is equally unique and available to all of our audiences, wherever they are, across multiple platforms," MTVN senior vice president of digital music and media Jason Hirschhorn said in a prepared statement.

“As we continue extending the distribution of our successful mobile-video franchises, we are constantly reminded that consumers will go to the brands they love to customize their wireless experience,” he added. “In a way, it's kind of like ‘Pimp My Phone.’”