Music and Youth
MTV launches mobile messaging platform to connect with audiences in US
MUMBAI: MTV Networks has announced the launch of a new, in-house mobile messaging platform in order to deliver innovative wireless entertainment content and interactivity to consumers.
To support this new platform, MTVN has formed a partnership with global SMS specialist mBlox for US wireless operator connectivity.
The partnership joins MTV Networks with the largest SMS aggregator in the US, and allows MTV Networks to offer premium SMS services and mobile marketing campaigns to their national audience.
The result of a major wireless initiative by MTVN, the platform will immediately enable multiple mobile applications and services for MTV, VH1, Comedy Central, CMT and others.
The initial set of mobile applications and services launching on MTVN’s new platform include:
Cross-carrier mobile voting, polling, and sweepstakes entry
Comedy Central premium alerts: Joke of the day — daily joke, Insult of the day — daily insults, Booty Calls — daily pick-up lines, Daily show headlines — headlines and other select content from The Daily Show With Jon Stewart.
VH1 Premium Alerts: Best Week Ever — selected exclusive content from the writers of this hit show, This Day in Pop Culture — a daily dose of historic pop culture
CMT Premium Voting: Pick or Flick — voting program integrated with CMT’s Top Twenty countdown show.
“MTV Networks programming is a multi-platform experience that extends even beyond on-air and the web. Mobile messaging is an ideal way to enable our audience to interact with programming and get our immediate, fresh, and personalized entertainment content whenever, wherever,” said MTV Networks senior vice president strategy and operations, digital music + media Nicholas Lehman.
“As a leader in youth marketing, it is also important for us to provide our advertisers with the most innovative technologies and campaigns that stay ahead of the curve and reach our audience effectively. With our new mobile platform and a team in place that specialises in mobile marketing, we can manage wireless campaigns much more efficiently, support our advertisers in this space, and entertain consumers with the best in mobile content,” he added.
“MTV Networks has the most loyal, technology savvy audience in the world with a firm hold on the 18 – 34 year old demographic, those who use SMS on a regular basis. What mBlox is able to bring to MTVN is a specialised focus on message delivery, revenue settlement and a carrier-grade network infrastructure. Our value to MTVN is our ability to support a fun and positive experience between the MTVN campaign and the user’s mobile phones. We look forward to a long and productive relationship with MTV Networks,” said mBlox president (Americas) Jay Emmet.
MUMBAI: Mumbai is about to witness something it has never seen before. The Global Youth Festival arrives on 6-7 December at Jio World Garden with 15,000 attendees and 60-plus experiences sprawled across six sprawling arenas. On its sixth edition, this is no ordinary jamboree—it is a carefully orchestrated collision of wellness, adventure, arts, music, yoga and social change.
Chief Minister of Maharashtra Devendra Fadnavis will throw open the proceedings with a landmark ceremony, signalling the state’s backing for a movement that has already mobilised youth across 20-plus countries and 170-plus cities. The sheer scale is staggering: 500-plus volunteers powering the machine, 600,000-plus volunteer hours logged across previous editions, and millions of lives touched annually.
The speaker roster is formidable. Diipa Büller-Khosla and Dipali Goenka, chief executive of Welspun India, will share the stage with Malaika Arora in conversations spanning leadership, creativity and culture. Union Minister for Sports and Youth Affairs Mansukhbhai Mandaviya will also attend, reinforcing GYF’s reach into the corridors of power.
But this is not mere talk. The Solaris Mainstage promises concerts from renowned Indian artists. Innerverse delivers a 360-degree LED spectacle of art, technology and sound. The Love and Care Arena houses hands-on projects spanning women’s empowerment, child education, rural upliftment and animal welfare. India’s largest outdoor sound-healing experience awaits. An inflatable obstacle course, neon drifter karts and open-sky bouldering cater to thrill-seekers.
Some have branded GYF the “Coachella of Consciousness.” Others call it “India’s Largest Sober Festival.” Spiritual visionary Pujya Gurudevshri Rakeshji, who inspired the festival, will deliver the Wisdom Masterclass. Every rupee goes to charity.
After Mumbai comes Kolkata on 14 December. New York looms next year. For one weekend in December, Mumbai becomes the epicentre of youth-driven change—and nothing will be quite the same after.
Tickets available on BookMyShow. Visit youthfestival.srmd.org or follow @globalyouthfestival on Instagram.
