Viacom International Japan K.K., a 100%-owned subsidiary of music-TV service MTV Networks, has today launched Japan's first mobile entertainment social-networking service.

The myMTV service claims to be the first in the country to use a downloadable application that allows users to simultaneously view video content and browse Internet pages on a mobile phone.

It also enables users to create their own profile pages, share video images, and link to pages created by friends or content providers, including recording artists.

The ad-supported service is free of charge to consumers and available on all three of Japan's mobile phone operators: NTT DoCoMo, KDDI and Softbank Mobile.

MyMTV is not currently available outside Japan, a Viacom spokesperson says, because the interface on the display screen is designed for the Japanese language.

"It's not a download service. But people can watch images by streaming," the spokesperson explains.

Japanese artists with their own pages on the SNS include Kreva, Rize, and Ryukyudisko. MTV Japan video jockeys and other artists appearing on MTV Japan will also participate.

Additionally, myMTV will feature programming from MTV's library, including Pimp My Ride and Japanese productions such as Usavich.

The service is launched in partnership with Septeni Holdings Co., one of Japan's leading digital ad sales groups.