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MTV Delivers Mobile Music Channel in Japan

MTV will power a new mobile-based music and entertainment channel in Japan,
with wireless operator KDDI delivering the content. The new channel, called
"Flux," will feature short video clips, full track downloads, and anime from
top Japanese artists. It will also deliver a strong community component,
with recommendations, sharing and feedback integral to the offering.
Subscribers can receive the channel for 315 yen ($3) a month, with the
content layered into KDDI brand EZWEB. Other countries are also expected to
receive the rollout, though Asia is the most sensible place for an initial
launch.

Flux is likely to do well, with Japanese consumers gobbling up content-rich
mobile offerings. But a well-designed community aspect will be critical,
with mobile users always interested in sharing and staying connected.
Meanwhile, a focus on short videos could be part of a longer term trend,
with long-form videos testing the patience of most mobile subscribers.
Still, Verizon is experimenting with long-form music content in the US, most
recently delivering concert footage to users as part of a relationship with
Clear Channel. Whether that translates into something bigger is uncertain,
though MTV certainly has a large stock of full-length videos to play with if
needed.