MTV has chosen off-deck mobile content distribution firm Thumbplay to manage its mobile content store. Under the deal, Thumbplay will develop personalized content for the MTV Mobile service, which includes ringtones, games, images and so on.

Fans can buy MTV-branded content either as one-off purchases, or subscribe to a monthly plan that offers a bundle of content for a reoccurring price.

The service includes an online locker system where users may store purchased content for later download to new devices.