Odd That Few Made the Amp'd-URGE Connection

David Card | December 16, 2005, 10:28 AM

Maybe this is URGE's device strategy.

MTV Networks and Amp'd Mobile, the first mobile entertainment company created specifically to bring next-generation broadband wireless services and applications to young adults, today announced a strategic alliance that will combine Amp'd's innovative mobile platform with extensive content and marketing expertise from MTV Networks' world-renowned brands, including COMEDY CENTRAL, MTV, VH1, CMT, MTV2, mtvU, TV Land, Spike TV, Logo and iFILM.

The two companies will develop joint marketing and promotions across MTV Networks' brands and screens. Additionally, MTV Networks will make an investment in Amp'd and appoint Jason Hirschhorn, MTV Networks' Chief Digital Officer, to the Amp'd Board of Directors.

Amp'd is a youth-targeted MVNO using Verizon's advanced network. Wire reports say it was a $50 million investment. Still, a mobile phone isn't an iPod.