Music and Youth
Virgin Mobile, MTV Networks set to blow roof off cellular content
Virgin Mobile, US has unveiled its national, youth-focused cell phone service and its multi-year strategic partnership with MTV Networks, a division of Viacom.
The deal provides for exclusive wireless content and consumer products from MTV and VH1, as well as additional wireless content from Nickelodeon and CMT – a deal certain to blow the roof off current cellular content offerings. Beginning later this summer, every Virgin Mobile USA customer will have access to content from MTV, VH1, CMT and Nickelodeon. Virgin Mobile US CEO Dan Schulman noted that the combined strength of the Virgin and MTV Networks brands would establish a whole new framework for delivering music and entertainment content to cell phones.
Aimed at the under 30 market, MTV Networks and Virgin Mobile plan to start rolling out a wide variety of branded content, including games, graphics, ringtones, text alerts and voicemails beginning later this year. A few future examples include :
* Interactive Voting and Text Messaging – Virgin Mobile customers will be able to use their phones to vote for their favourite videos from music programming like MTV’s Total Request Live and send shout-out messages to air on shows like CMT’s Most Wanted Live.
* MTV and VH1 Daily Content – Virgin Mobile US customers will have access to the hottest breaking music news, artist updates, music charts and entertainment information straight from the top youth and music networks.
* Games – Nickelodeon will bring characters like Spongebob Squarepants to the world of wireless games, keeping Virgin Mobile customers busy playing away on their handsets. MTV and VH1 will also work together to provide exciting new interactive game experiences for Virgin Mobile customers.
* Ringtones – MTV Networks will launch ringtone services that let Virgin Mobile customers customize their phones with tunes from their favourite artists, as well as theme songs from Nickelodeon’s most popular shows.
Later in the year, Virgin Mobile plans to integrate M-commerce capabilities so that its customers will be able to purchase the latest CDs. MTV and VH1 will work with Virgin Mobile to promote customised wireless CD stores featuring top albums from the VH1 Top 20 or cutting-edge MTV Buzzworthy artists. Virgin Mobile will also offer MTV-branded faceplates, phones and other accessories that are popular with the youth and young adults, says an official release.
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.
