MTV Taps Thumbplay to Enhance Mobile Content Store : New Online & Mobile Storefronts Bring Flexibility, Backup Features to MTV Mobile Subscribers

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Thumbplay® (http://www.thumbplay.com), the #1 mobile entertainment destination in the U.S.*, today announced that it is working with MTV to enhance and manage its mobile personalization offerings for MTV, MTV2, MTV Hits, MTV Jams and MTV Tr3s.

Thumbplay's proven track-record in terms of technological know-how and infrastructure, as well as its experience and position as the leading mobile entertainment content destination, will offer our audience a great customer experience and provide great enhancements to MTV's personalized content delivery.

Thumbplay will power personalized content for MTV Mobile, including ringtones, applications, games, wallpapers and more. Fans will now enjoy the flexibility to purchase MTV-branded content a la carte or via subscription-based credits and have it delivered directly to the more than 2,000 mobile devices supported by Thumbplay. In addition to expanded choice, MTV fans will also enjoy an online content locker that automatically backs-up purchased items to their account. MTV will promote the new service with marketing on-air, online and via MTV Mobile's WAP sites.

"MTV fans deserve a service that is fun, intuitive and easy-to-use – and that's exactly what we're delivering," said Are Traasdahl, Thumbplay's CEO and founder. "Our company has achieved its leadership position by providing our customers, and our partners' consumers, with seamless technology that allows them to quickly and easily search for, find and download the mobile content they want. When you combine a great user experience with the value of the MTV brand and MTV's reach to a digitally-oriented audience, I have every confidence it will be an enormous success."

"The consumer experience is always at the center of what we offer to our fans online and on mobile," said Greg Clayman, Executive Vice President of Digital Distribution for MTV Networks. "Thumbplay's proven track-record in terms of technological know-how and infrastructure, as well as its experience and position as the leading mobile entertainment content destination, will offer our audience a great customer experience and provide great enhancements to MTV's personalized content delivery."

Thumbplay is renowned for providing its consumers with the best possible customer experience, including live, "24/7/365" customer service. With more than 100,000 pieces of mobile entertainment content under license, including music, videos, games, and more, Thumbplay has built a strong consumer following and gained broad recognition as a leader in the direct-to-consumer mobile content space.

About Thumbplay

Thumbplay, Inc. is defining the mobile entertainment experience for U.S. consumers. As the largest and fastest growing mobile entertainment content destination, Thumbplay gives consumers access to the broadest and deepest catalog in the industry, spanning audio, video and gaming content from the leading music labels and artists, game publishers and media companies. Its innovative delivery and marketing platform makes it easy for users to discover, manage, store and share mobile content online and on their wireless devices.

Headquartered in New York City, Thumbplay was founded in September 2004 by Are Traasdahl and Evan Schwartz. It is backed by Bain Capital Ventures, SoftBank Capital, i-Hatch Ventures, Redwood Partners, New Enterprise Associates, Meritech, Brookside Capital Partners and Cross Creek Capital. More information can be found at http://www.thumbplay.com or at m.thumbplay.com from a mobile phone.

About MTV Networks

MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), is one of the world's leading creators of programming and content across all media platforms. MTV Networks, with more than 150 channels worldwide, owns and operates the following television programming services - MTV: MUSIC TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV LAND, SPIKE TV, LOGO, CMT, NOGGIN/THE N, VH1 CLASSIC, MTVN INTERNATIONAL and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, all of these networks trademarks of MTV Networks. MTV Networks connects with its audiences through its robust consumer products businesses and its more than 300 interactive properties worldwide, including online, broadband, wireless and interactive television services and also has licensing agreements, joint ventures, and syndication deals whereby all of its programming services can be seen worldwide.

*Source: Nielsen Mobile's "Mobile Content Storefront Revenue" Report, Q3 and Q4 2007 and Q1 2008

(based on non-carrier revenue generation at the top 4 U.S. carriers)

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Susan Lietz
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