MTV, Motorola Ink $75M Marketing Pact

MTV International and Motorola on Tuesday announced a joint marketing agreement that will bring MTV-branded features to Motorola phones, while the music network promotes the mobile technology maker.

The companies estimated the three-year agreement is worth $75 million.

Under terms off the worldwide deal, Viacom’s MTV and Motorola will design MTV-branded features for Motorola handsets, including games, ring tones, and screensavers, as well as MTV content. The special MTV interfaces will be available on Motorola handsets’ menu navigation areas.

MTV plans to promote Motorola in a variety of ways, including via a new 30-minute show featuring up-and-coming musicians in different regions around the world. Motorola will be the show’s sponsor. The two companies also plan cross-promotions on the Internet, along with joint store promotions and events. In addition, the two companies plan local advertising campaigns.

The companies said the pact would help speed the development of mobile technology by leveraging MTV’s popularity with young consumers, who also happen to be early technology adopters, with the breadth of Motorola’s reach.

“This alliance celebrates MTV and Motorola’s focus on a total lifestyle connection with our youth audience, delivering the breakthrough creativity in local markets worldwide,” said Bill Roady, MTV Networks International’s president.

All MTV wireless content will be tailored regionally, such as concert and programming information, and promotions.

While the wireless marketing deal is the largest joint endeavor for the two companies, it is not their only link. MTV and Motorola have had a wide-ranging relationship, which has included everything from co-branded pagers in 1997 to MTV signing on last August to use Motorola’s digital-compression technology.