Van Toffler at CTIA

Van gave a keynote at CTIA and ran down some of the success MTV has had with the mobile channel.

From the press release:

“Audiences have increasingly embraced MTV Networks’ diverse array of mobile programming. For the month of March, MTV Networks streamed nearly 2.5 million videos cross-carrier, an all-time high, Toffler reported, adding that the number is growing by nearly 40 percent month-to-month for the first three months of 2006.

“The wireless platform is as important to us as television and computer screens,” Toffler said. “As soon as we start developing a new concept, we think beyond the television. We think of how that idea can live on broadband and mobile.”

Made-for-Mobile Programming

  • MTV will showcase a 20-year-old college student’s visual interpretation using stick figures based on the lyrics of Fall Out Boy’s “Sugar We’re Going Down,” representing original user-generated content.
  • VH1 is debuting ‘Dingo Ate My Video,’ a made-for-mobile series that combines VH1’s comedic voice with music videos from a wide range of artists, including Green Day, Missy Elliot, Jewel and others.
  • And CMT soon will debut a made-for-mobile reality series called ‘Road Hammers’ about a southern rock/blues band trying to make it in the music business.”
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About Daniel Davenport

Daniel is a digital media executive with internet and broadcast experience. Daniel is currently the executive strategy director at THINK Interactive.

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