Prepaid wireless provider Virgin Mobile USA L.L.C. added content from Comedy Central to its already extensive data content selection provided by a number of youth-oriented brands including MTV, VH1 and Nickelodeon.
The agreement with Comedy Central, which Virgin said is part of a broad ongoing strategic alliance with MTV Networks, will provide special Comedy Central games, screen savers, wallpapers, news alerts and voice greetings. Virgin noted that the initial exclusive content will revolve around the Comedy Central show “Crank Yankers,” with additional content from other shows, including “South Park” and “Drawn Together,” set to follow later this year.
“The strong performance of other MTV Networks content on Virgin Mobile phones proved to us the value of bringing Comedy Central to this medium,” said Cathy Tankosic, senior vice president of marketing for Comedy Central. “We’re really talking to many of the same people in terms of audience. And together our teams have come up with some very creative ways of translating our TV and Web programming into unique wireless experiences.”
Virgin Mobile USA reported late last year that 40 percent of its customers used data services, and earlier this year noted its customers accounted for approximately 8 percent of total ring tones downloaded in the U.S. market.
