MTV launched its first branded mobile-content subscription service, Bananas.
The network said Bananas is a cross-carrier, direct-to-consumer service featuring exclusive content from MTV, MTV2 and mtvU, including fare from series such as Laguna Beach, The Real World, Two-a-Days, Rob & Big and The Hills.
Bananas will also offer music ring tones from major record labels, music-related content, sound bites, cast photos, graphics and wallpapers from current programs and older fare such as Beavis & Butt-head.
Motricity, a provider of mobile marketplace-management solutions, is providing the technology behind Bananas, MTV said.
“'Bananas gives us an opportunity to share MTV content and MTV-programmed tones with our technology-savvy audience to give them a broader opportunity to interact with our brand on their mobile device," MTV Networks Mobile Media Group senior vice president Greg Clayman said in a prepared statement.