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.
Music and Youth
TLC launches ‘World On My Plate’ with Shipra Khanna
New travel-food series premieres 29 March at 7:00 PM.
MUMBAI: Shipra Khanna just packed her bags and her flavours because when a celebrated chef takes you on a global plate tour, even the couch starts feeling like first-class. Warner Bros. Discovery India has announced the launch of World On My Plate with Shipra Khanna, a new travel and food series set to premiere on TLC on 29 March at 7:00 PM. Hosted and curated by the popular chef and television personality, the show blends food, travel and culture through an intimate and immersive lens.
Across three visually rich episodes, Shipra journeys to global destinations to explore not just what people eat, but why they eat it, uncovering the stories, traditions and human connections behind every dish. The series opens in London, weaving its iconic landmarks with diverse culinary scenes, before moving to Spain’s vineyards, olive orchards and coastal kitchens.
Warner Bros. Discovery head of advertising revenues for South Asia Tanaz Mehta said: “At TLC, our focus has always been on bringing authentic stories that reflect how people live and connect. World On My Plate builds on this by using food as a lens to explore shared traditions across geographies. We’re excited to collaborate with Chef Shipra Khanna, whose perspective brings both depth and relatability to these narratives.”
Shipra Khanna added, “Food has always been my way of connecting with people and understanding cultures. With World On My Plate, I’ve had the opportunity to step into new worlds, learn from incredible individuals, and share stories that go far beyond the plate. This show is very special to me.”
The series promises strong visual storytelling, meaningful interactions and a fresh perspective on global cuisine celebrating flavours alongside the emotions and traditions that shape them.
In a world where travel shows often feel like distant postcards, Shipra Khanna is serving up something far more personal: a passport to cultures through their kitchens, proving that the best way to understand a place is still through the plate. Tune in to World On My Plate with Shipra Khanna starting 29 March at 7:00 PM on TLC.
