MTV Networks and News Corp's Fox Mobile Entertainment have unveiled their latest mobile content services as part of their ongoing efforts to appeal to wireless customers.

MTV Networks and News Corp's Fox Mobile Entertainment have unveiled their latest mobile content services as part of their ongoing efforts to appeal to wireless customers.

In what is perhaps the biggest wireless gamble taken yet by a major media company, Fox has bowed a direct-to-consumer online portal called Mobizzo. The site offers downloadable mobile games, ringtones, screensavers and other content from both Fox properties and industry partners, including Warner Music Group. Video clips from Fox TV and Films are not yet available via the service, pending the availability of more devices that can support multimedia.

Unlike other mobile content applications, Fox's Mobizzo is not being offered through wireless operators. Fox is attempting to sell mobile entertainment directly to consumers via either the mobizzo.com Web site or through wireless messaging short codes; the content from both delivered wirelessly to the phone.

Consumers can buy content a la carte at between $2 - $3 an item, or subscribe to a package deal that offers a combination of options for $6 a month. Charges for the content will be added to the mobile phone bill. Participating carriers are Cingular and T-Mobile.

MTV, meanwhile, has joined with Sprint to stream its CMT, MTV and VH1 radio stations for the first time to wireless devices in the U.S. The network also added on-demand access to select clips from TV programming such as CMT Insider, the Daily Show, Laguna Beach and Best Week Ever. Each option will cost $6 a month, plus data charges and are only available on Sprint's multimedia handsets.