MUMBAI: The mobile phone is the name of the game for broadcasters seeking to broaden revenue sources. A case in point is MTV Networks US which has announced a series of new wireless initiatives as part of their extended plans to provide music entertainment and multi-platform content for consumers.

As part of this effort, MTVN will be launching 3G video programming services with US mobile service provider Verizon Wireless in conjunction with the February launch of Verizon Wireless' broadband EV-DO service.

MTV will provide content from the channels from VH1 and Country Music Television (CMT). This marks the first 3G wireless music entertainment programming available for Verizon users in the US.

In addition, a number of the MTV Networks including Nickelodeon, Comedy Central, VH1, and CMT will create made-for-mobile programming on Verizon's new
wireless video service. Customers can use their mobile phones to watch shows like VH1's Best Week Ever, Comedy Central's The Daily Show and Nickelodeon's Dora the Explorer.

MTV Networks CEO Judy Mcgrath said, "Consumers are increasingly incorporating wireless content into their daily lives. We want to substantiate further MTV Network's reputation while creating compelling programming for the wireless world in even bolder new ways.

"This passionate mobile generation is thirsty for content created just for them which is accessible on all platforms. And with these new initiatives we will be providing them with branded wireless entertainment they cannot find anywhere else."