MTV has rolled out an interactive MTV News application providing users access to this year's MTV Movie awards, as well as up-to-date pop culture news.

The application is available for free on the iPhone and iPod touch. In addition, the iPad version will be available soon.

?MTV is creating addictive digital experiences for viewers by creating and curating content with MTV?s distinct voice to super serve our audience's passion,? said Mike Scogin, vice president of wireless at MTV, New York.

?The strategy behind the MTV News app is about making our content as accessible as possible and reaching our audience on the platforms they are spending their time,? he said. ?Mobile is where our audience is, and where our advertisers want to be.

?MTV?s hyper-connected audience is ages 12 ? 35.?

MTV, a division of Viacom, provides entertainment content across television, online and mobile.

Mobile access
Users can browse by several topics, including TV, music, movies, celebrity and gaming news articles, video and photo content.

Additionally, users can view MTV?s blogs such as Buzzworthy, Newsroom, Movies, Hollywood Crush, Multiplayer, Remote Control and Splash Page.

MTV fans can get behind-the-scenes mobile access to major events, beginning with the 2010 MTV Movie Awards, which airs on June 6.

Leading up to the show, the application updates exclusive content, starting with a live video stream of the red carpet construction.

Users can also watch the live footage of the red carpet arrivals, backstage happenings and the after-party.

In addition, users can watch video clips of the best moments from this year?s show.

?We?re getting the word out through MTV News editorial content, word-of-mouth and cross-promotions across all MTV platforms, including on-air, online and mobile,? Mr. Scogin said.

?For example, the MTV News app will be promoted on MTV.com, the MTV Movie Awards homepage, social media outreach through Twitter and Facebook and through dedicated on-air promos,? he said.

Mobile SMS
The promotions will also have a call-to-action option where users can text the keyword NEWSNOW to the short code 66333.

After users send the SMS, they will receive a text back with the link to the application store.

Users can customize the application to their interests by news category and choose to view the application either by a standard list view or the all-photo grid view, which displays clickable photos to related news stories.

?Users have up-to-the-minute access to MTV News and Blog content, as well as behind-the-scenes coverage of MTV events beginning with this year?s MTV Movie Awards,? Mr. Scogin said.

?Users can also customize their news feed based on the topics or celebs of interest and can create photo slideshows to share with their friends via email,? he said.