MUMBAI: This is an initiative that seeks to give Japanese advertisers a firm foothold on the mobile platform.

Tomorrow 7 October MTV Japan will launch a new, free programme with advertisements on the mobile service EZ Channel for KDDI.

MTV Hayadashi will be delivered to mobiles via a three-minute stream featuring clips of the latest music videos presented by MTV VJs. The programme will feature five-second ads produced for clients by MTV Japan. These will be seen two to three times within the programme.

KDDI users will receive the programme free of charge each Sunday in a 24-hour window through EZ Channel. It will also be available to any mobile user on MTV Japan’s free mobile site, happy MTV, the following Monday through Friday. The new programme will be linked to the broadcaster's weekday youth culture show M size, which features a segment called Hayadashi, along with related content available on www.mtvjapan.com.

MTV Japan president and CEO Yu Sasamoto added, "This strategic alliance with KDDI is an important milestone in providing high quality MTV-branded content across multiple platforms to connect with Japanese youth in all aspects of their lives.

MTV Hayadashi is a concept that provides a dynamic cross platform sponsorship opportunity for clients, while extending MTV’s award winning creativity to other brand owners.” The other mobile services that the broadcaster offers includes MTV Sounds. The mobile site includes ringtones associated with the broadcaster's shows and events.