MTV To Morph Web And Wireless

Ah, convergence. Year after year people talk about media convergence, but it never seems to show up the way they expect it to. The latest top-down attempt at convergence is a new MTV show in Europe that tie itself closely to a number of “microsites” on the web providing additional content, such as ringtones, screensavers, and downloadable games. Sounds like an extended commercial to me, but I guess that’s what MTV has always been, in some way. I still think the real value in mobile phones are to be found in services that connect people, rather than top down “downloadable” offerings, but MTV might have the marketing muscle to make this work.

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