MTV, VH1 and CMT enable lyric searches on mobile

By Giselle Abramovich

October 31, 2007

Lyric searches on mobile

Viacom-owned MTV Networks Music Group’s MTV, VH1 and CMT are creating mobile entertainment and gaming experiences built around the widespread appeal of music lyrics.

MTV Mobile (www.mtv.com/mobile), VH1 Mobile and CMT Mobile will let users view lyrics to their favorite songs directly on their mobile devices.

“For the first time, our audiences will be able to search for their favorite lyrics on their handsets through MTV Mobile, VH1 Mobile or CMT Mobile,” said Mariana Agathoklis, spokeswoman at MTV Networks Music Group, New York. “The strategy for MTV Networks Music Group is to drive deeper engagement for our audiences across all our brands, all our screens.”

Participating users text an artist's name, song name or a portion of a lyric to receive a link to a special WAP site or mobile Internet page displaying the full lyrics, along with other artist and track information.

Additionally, all three brands will develop single and multiplayer trivia games for the online and mobile platforms.

MTV Networks Music Group is focused on driving deeper engagement for its audience, per Ms. Agathoklis. Lyrics resonate on an emotional level with MTV, VH1 and CMT viewers – a key reason why the media and entertainment company is taking that experience to a new level.

“We're integrating lyrics across all of our platforms -- online, on the handset and on the TV screen – the most coveted screen,” Ms. Agathoklis said.

“No other media/entertainment company is threading lyrics across such a diverse array of platforms,” she said, “and no other media/entertainment company is taking a curate approach to lyrics, surrounding lyrics with rich editorial and programming that ultimately drives deeper engagement for the audience.”