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MTV Networks (MTVN), a division of Viacom (NYSE: VIA, VIA.B), today announced that it will launch its first-ever mobile video ads on carrier-operated premium VOD services, with U.S. Air Force signed on as the first advertiser. The Air Force pre-roll ads will run across MTV’s mobile VOD programming and drive to the Air Force co-branded episodes of “The How To Show,” MTV’s made-for-mobile series in which popular musicians, celebrities, athletes and cult heroes teach audiences the tricks of their various trades. Orchestrated by U.S. Air Force’s advertising agency GSD&M Idea City, the campaign also encompasses the mobile Web site and marks the continuation of a successful partnership between MTV and Air Force, which helped the advertiser earn recognition from MediaWeek for “Mobile Campaign of the Year.”

“Our audiences continue to access and enjoy our premium mobile VOD offerings in droves, and we’re excited to partner with the Air Force to realize the untapped marketing potential at hand for advertisers,” said Greg Clayman, Executive Vice President of Digital Distribution and Business Development for MTV Networks. “As the mobile industry continues to embrace the ad-supported model, we’re able to make even more great content available to our fans on the handset.”

“MTV Mobile, along with the other Viacom Mobile properties is a top destination for mobile phone users aged 16-24 and has played an integral role in the Air Force’s mobile strategy,” said Jim Askins, Air Force Recruiting Service Account Executive. “We’re excited to be a part of the evolutionary process as mobile video advertising continues to grow.”

New Mobile VOD Advertising Study
As part of the announcement, MTVN unveiled that it will partner separately with carriers leveraging the MobiTV delivery platform to launch a research project seeking insights into the effectiveness and optimization of premium mobile VOD advertising. With the new study, MTVN and all study participants will seek to determine how to program and optimize video ads on premium mobile VOD services, while fostering and maintaining viewer retention, advertising recall and a high quality user experience. MTVN plans to experiment with pre-roll ads of varying lengths and formats across its mobile VOD channels to gain insights into which formats are most effective.

“It’s important that we collaborate with our partners in the mobile industry to build a greater understanding of what will lead consumers to embrace the ad-supported model,” said Colleen Fahey Rush, Executive Vice President of Research and Planning for MTV Networks. “By partnering with MobiTV, carriers and advertisers, we‘ll gain the first data on consumer acceptance and recognition of mobile VOD ads and a deeper understanding of how carriers can open a new revenue stream while maintaining the best possible user experience.”

“Brand marketers are now considering mobile interactive television as an arrow in their quiver to target audiences who are on the go. We’re excited to leverage our advanced ad serving technology and rich reporting capabilities to help drive a better understanding of the consumer relationship to the mobile advertising experience on VOD content,” said Jack Hallahan, VP Advertising and Brand Partnerships at MobiTV.

MTVN is the world’s largest provider of mobile video, with more than 80 distribution deals and 40 on-demand and streaming mobile video services worldwide. Domestically, MTVN streamed nearly 10 million mobile videos on demand in July across all major U.S. carriers.

About MTV Networks
MTV Networks, a division of Viacom (NYSE: VIA, VIA.B), is one of the world’s leading creators of entertainment content, with brands that engage and connect diverse audiences across television, online, mobile, games, virtual worlds and consumer products. The company’s portfolio spans more than 150 television channels and 350 digital media properties worldwide, and includes MTV, VH1, CMT, Logo, Harmonix, Nickelodeon, Nick at Nite, Noggin, The N, AddictingGames, Neopets, COMEDY CENTRAL, Spike TV, TV Land, Atom, GameTrailers and Xfire.

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