TORONTO – MTV in Canada is partnering with Rogers Wireless to deliver exclusive co-branded, multiplatform programs to its viewers. The new offerings are My Playlist, a content-based social network; the Leak, a first listen music program; and Rogers Presents MTV Live at The Concert Hall, exclusive live events.
“New technology has unleashed our audience’s demand for more – more content, more occasions to watch it, listen to it, interact with it, make it themselves, customize it, and share it,” said Brad Schwartz, senior vice-president and general manager of Much MTV Group at CTV Inc. “Our partnership with Rogers gives fans and music lovers access to their favourite content across multiple platforms – on TV, online, in person, on their cell phones, and on VOD.”
Rogers Presents MTV Live at The Concert Hall started with performances from Panic at the Disco and Sam Roberts on May 15. Taped at MTV’s Masonic Temple, it was the first of a series of concert events exclusive to MTV fans and Rogers Wireless customers. MTV in Canada also launched a multi-platform broadcast and online campaign to support the concert and provide Canadians with the opportunity to experience the live concerts whenever they want and on the device of their choosing.
The concerts will be broadcast on CTV on May 24 (Sam Roberts) at midnight ET and on May 31 (Panic at the Disco) at midnight ET. The shows will also be available on Rogers Video on Demand, and Rogers Wireless customers can access select live tracks with Rogers Vision phone. The website mtv.ca also features the entire concert on-demand, including extra bonus tracks.
My Playlist, powered by Rogers MusicStore at mtv.ca/playlist, allows users to create a personalized Playlist of music videos, performances, and shows.
The Leak, also powered by Rogers MusicStore, streams new releases, to Rogers Vision phones before they are released in retail stores.
“Rogers Wireless is synonymous with youth and music, offering the latest innovations today’s youth want in mobile music,” said John Boynton, senior vice-president and CMO of Rogers Wireless. “Our partnership with MTV fits perfectly with our strategy to enable what matters most to youth – their friends and passion for music – by offering the all-access pass to the hottest and latest on multiple platforms.”
