MTV and Sony Ericsson target youth


MTV base and Sony Ericsson are targeting aspirational, tech savvy young urban adults in a new multiplatform partnership which revolves around the channel’s flagship Player music property.

Sony Ericsson is utilising the partnership to support its strategy of ‘redefining’ music delivered via mobiles, introducing new mixes of applications and services that make it easier for consumers to access their favourite music anytime, anywhere.

Now entering its third season, Player began life in 2007 as a weekly half hour entertainment TV programme on MTV base, showcasing urban culture in Africa and the rest of the world. Key elements of Player Season III include the introduction of multiple location shoots (including New York City), the exclusive premiere of two of the hottest new music videos every week, celebrity reviews of the latest electronic gadgets, up-to-the minute entertainment news, a guide to the week’s hottest gigs, a celebrity “Flash Frame’ competition and interactive slot – My Mobie – in which would-be stars submit content to the show via their camera phones.

Sonja Shear, Head of Marketing for Sony Ericsson Southern Africa says, “Sony Ericsson’s dedication to music is reflected in its exciting range of Walkman® phones. The partnership between Sony Ericsson and MTV base Player is the culmination of our passion for bringing music and technology to music fans the world over.’

Alex Okosi, Senior Vice President and Managing Director, MTV Networks Africa, “Player is the ultimate programme for urban “early adopters’ who want to be ahead of the crowd. Player feeds this desire – giving them an insight to the things that rock their world – from music to entertainment to technology and more.’

The show will be supported by a website packaged as a social networking site ( which includes viewer forums, Player blogs, celebrity blogs, an area for submitting videos for My Mobie, consumer competitions, video clips from the show, and charts. Player content will also feature in a twice monthly podcast (downloadable content for PC & iPODS).


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