MTV strikes deal for mobile music

David Gray's last three albums have all gone to number one

MTV has struck a deal to allow it to use music videos by acts such as David Gray and Green Day in its programmes made especially for mobile phones.

The music network has signed the global agreement with with Warner, whose acts also include Sean Paul and Twista.

Under the agreement, MTV will use the music videos provided by Warner in shows made specifically for mobiles.

MTV called it "a great leap forward". Until now, it could not use videos in its programmes made for mobiles.

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The programmes featuring the music videos will be just a few minutes long.

MTV Networks, which includes channels MTV, VH1 and CMT, already offers programmes based on the networks' original shows.

Some are offshoots of existing shows like Driven, from VH1, but there will also be mobile phone-only programmes.

Consumers may pay subscription fees or a fee per video, depending on their mobile phone network.

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MTV Networks chairman Judy McGrath added: "Today's digital age has created a new world in the music industry, one that requires innovative thinking about the way business has to be done to meet the evolving needs and demands of our audiences.

"We look forward to developing more exciting initiatives in this space over the year to come."

MTV is the only media company to which Warner has licensed its video catalogue to create programming.

Warner Music group chairman Edgar Bronfman said: "This is a unique and exciting relationship, one that helps us realise the full potential of our music video assets while giving Warner Music's emerging and established artists new platforms for reaching more of their fans on a global scale."