MTV Networks Digital and AT&T Team Up to Provide Free Online Direct Dial to Family, Friends, and Hot Musical Artists Through 'POSTED'

Sep 07, 2010
By ViacomCBS Staff

Exclusive New Online Version of the AT&T Motorola BACKFLIP(TM) Connects Fans with Featured POSTED Artists Including LeAnn Rimes, Adam Lambert and All Time Low

MTV Networks Digital, a unit of Viacom's (NYSE: VIA and VIA.B) MTV Networks (MTVN), and AT&T* will connect consumers to their friends, families, and featured musical artists for free through a first-of-its-kind online phone unit, featuring the Motorola BACKFLIP, AT&T's first Android smartphone combining a revolutionary design with MOTOBLUR, a unique service that delivers and organizes conversations, friends and favorite content from multiple sources directly to your phone in easy-to-manage streams. Created by MTV Networks Digital Fusion, the new patent-pending unit is part of AT&T and MTVN's POSTED, a cross-platform campaign that gives music fans social media updates, videos, news, and photos of their favorite artists at original online destinations from CMT, MTV and VH1.

"We're excited to team up with AT&T once again to bring an entirely new content experience to music fans online," said Kevin Arrix, Executive Vice President, Digital Advertising, MTVN. "Our online version of the Motorola BACKFLIP gives consumers the ability to not only engage with their favorite musicians, but also with friends and family for free, while checking out all the latest music and news on the hottest artist through POSTED."

Chris Schembri, vice president, AT&T Media Services, added: "We are excited to be working with MTV Networks to engage consumers with our brand in new, unexpected ways. The POSTED program, and the interactive phone unit in particular, brings to life who AT&T is today -- an innovation company, constantly working to rethink the limits of what's possible to help consumers live their lives more expansively."

At launch, the phone unit will let fans connect with POSTED artists including LeAnn Rimes (CMT), All Time Low (MTV), and Adam Lambert (VH1) via toll-free numbers where fans can ask questions via voicemail, some of which will be featured on the artist's POSTED web site. In addition, fans can use the online phone unit to call friends and family for free. The unique interactive phone unit will be available across CMT.com, MTV.com, and VH1.com and will run through September 30, 2010. The toll-free numbers for each celebrity are: 877-441-1211 for CMT, 877-441-1511 for MTV, and 877-441-1311 for VH1.

New POSTED artists were featured throughout the summer, with POSTED web sites for Jewel and Dierks Bentley (CMT); We The Kings and Paramore (MTV); and Sara Bareilles and John Legend and The Roots (VH1).

MTVN's Digital Fusion is an online advertising and marketing team that works across MTVN properties to mine insights, develop innovative media and advertising products and create custom marketing programs. Digital Fusion draws upon MTV Networks' portfolio of brands in dozens of campaigns for brands and companies across the entertainment, packaged goods, communications, quick service restaurants, retail, technology, and service industries.

For more information about AT&T products and services, including the exclusive Motorola BACKFLIP phone, visit www.att.com.

*AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the AT&T brand and not by AT&T Inc.

About MTV Networks

MTV Networks, a division of Viacom (NYSE: VIA and VIA.B), is one of the world's leading creators of entertainment content, with brands that engage and connect diverse audiences across television, online, mobile, games, virtual worlds and consumer products. The company's portfolio spans more than 150 television channels and 400 digital media properties worldwide, and includes MTV, VH1, CMT, Logo, Harmonix, Nickelodeon, Nick at Nite, Nick Jr., TeenNick, AddictingGames, Shockwave, Neopets, COMEDY CENTRAL, SPIKE, TV Land, Atom and GameTrailers.

About AT&T

AT&T Inc. (NYSE: T) is a premier communications holding company. Its subsidiaries and affiliates - AT&T operating companies - are the providers of AT&T services in the United States and around the world. With a powerful array of network resources that includes the nation's fastest 3G network, AT&T is a leading provider of wireless, Wi-Fi, high speed Internet and voice services. A leader in mobile broadband, AT&T also offers the best wireless coverage worldwide, offering the most wireless phones that work in the most countries. It also offers advanced TV services under the AT&T U-verse® and AT&T | DIRECTV brands. The company's suite of IP-based business communications services is one of the most advanced in the world. In domestic markets, AT&T Advertising Solutions and AT&T Interactive are known for their leadership in local search and advertising. In 2010, AT&T again ranked among the 50 Most Admired Companies by FORTUNE® magazine.

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