MTV Networks unveiled today (June 2) what it calls "the world's first mobile entertainment community." Dubbed Flux, the service will be launched in Japan on June 30 and in other markets worldwide in t
MTV Networks unveiled today (June 2) what it calls "the world's first mobile entertainment community." Dubbed Flux, the service will be launched in Japan on June 30 and in other markets worldwide in the coming months.
Flux will be available via Japanese telecommunications operator KDDI for a monthly subscription fee of ¥315 ($3). MTV says deals with other operators will be announced in the coming months.
The service will deliver entertainment and music content via mobile and online networks to consumers in Japan. Flux subscribers will be able to access short videos and music through their mobile handsets or computers, and make recommendations to others.
"MTV Networks' history began with TV, but there's no doubt in my mind that MTV's future is in digital media," comments Bill Roedy, vice chairman of MTV Networks and president of MTV Networks International. "The launch of Flux symbolizes the importance of digital media to MTVN's future and is our biggest international investment in this sector to date," he adds.
"Asia is the driver of our digital strategy," Roedy said, "and with our global network we are in a unique position to harness the creative energy that exists here in Japan, and we will take that to the rest of the world."
Flux will offer original video and animation productions from Japan as well as programming from the MTV Networks library, including "Dirty Sanchez" and "Gutterpups." Clips will be available on mobile in 1-3 minute episodes, with lengthier content available through the network's Web site. Also available on Flux will be master ring tones from such labels as Avex, BMG Funhouse and Columbia Music Entertainment.
MTV also disclosed an exclusive deal with Japanese superstar Hikaru Utada to produce what it claims is the world's first mobile music video series. It will feature animated shorts created by Japanese director Koji Morimoto based on tracks from Utada's English-language album, "Exodus," which was released in 2004 by Island Def Jam in Japan and internationally.