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COPYRIGHT 2005 Crain Communications, Inc.
Byline: Colin Gibbs
Most industry insiders look at wireless and see the future. Van Toffler looks at wireless and sees 1981.
The president of MTV Networks Music Groups unveiled a deal to create wireless video content with Warner Music Group Corp.'s stable of artists. The network said it will work with Warner artists such as Green Day, Big & Rich and Twista to make both mobile-specific and cross-platform content.
In addition to music videos, the Viacom Inc. subsidiary plans to develop 2- to 4-minute clips based on its network shows and Internet programming, and will distribute content through its cable brands including CMT, VH1 and various MTV channels. But while the mobile video pact is a first for Warner, Toffler said it presents an opportunity to bring imaginative new content to the platform-much as it did on television when it launched more than two decades ago.
"For us, it's really about creating compelling content...
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