Mumbai-based MTV Networks India and New Delhi-headquartered Microsoft Corp. India have struck a marketing partnership for the Xbox 360 gaming console, which will be launched here Sept. 23.

Mumbai-based MTV Networks India and New Delhi-headquartered Microsoft Corp. India have struck a marketing partnership for the Xbox 360 gaming console, which will be launched here Sept. 23.

Under the agreement, MTV will develop special gaming-oriented programming to broadcast across the network's three Indian channels: MTV India, kids' channel Nick and international music outlet VH1.

Financial details of the partnership were not released.

The initiative represents "a new approach to offer marketing solutions to brands by leveraging some of the key strengths that already exist within MTV Networks," said Amit Jain, MD of MTV Networks India and executive VP of MTV Networks Asia.

Mohit Anand, India country manager of Microsoft's entertainment and devices division, noted that the two companies have a global relationship, "but the India launch is unique given the special content created by MTV on all its channels."