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MTV is taking it's chances with the video game industry in the latest of bold movements by the company

 

MTV, a division of Viacom Inc. (NYSE: VIA, VIAB), today announced a strategic relationship with Midway Games Inc. (NYSE: MWY), a leading interactive entertainment publisher and developer, to market, jointly sell in-game advertising and collaborate on soundtrack development for three upcoming games.  Under the deal, MTV is able to participate in a royalty sharing structure.

 

The first title shipping under this deal is expected to debut this holiday season with Midway's upcoming high-octane, arcade racing video game, L.A. RUSH ™. In addition to the innovative marketing alliance to launch the game, LA RUSH ™ will feature MTV branding throughout the game world with the crew from the hit MTV show, “Pimp My Ride,” West Coast Customs.  The soundtrack contains over 75 songs from over 20 artists including Twista, Lil' Kim, Big Boi and DJ Rap. The other two games under this deal will be announced at a later date.

 

“Gaming is an essential part of the every day lives of our audience and MTV is where game publishers turn to launch their biggest titles,” stated Jeff Yapp, EVP, MTV Networks Music and LOGO Enterprise Group. “This unique alliance with Midway allows us to move beyond a traditional advertising relationship and become true partners in the success of these titles. We will integrate our expertise in music, television, and online media to help one of the video game industry’s top publishers deliver exciting, new, culturally resonant games.”

 

“MTV is a key partner in terms of overall marketing reach; their programming truly defines pop culture worldwide.  Together, we will work on finding innovative ways to integrate interactive entertainment, media and programming,” said David Zucker, president and CEO, Midway. “By combining forces with MTV, we ensure that great titles like L.A. RUSH, which are targeted to passionate gamers, get the maximum amount of exposure.”

 

Sumner M. Redstone, who owns a majority of the voting shares of both MTV and Midway, said: “I am delighted that Midway is the first to enter into this exciting new business model, which harnesses the power of MTV’s brands, intellectual property and promotional engine to Midway’s top-rated games development and publishing abilities.  And I am also delighted to report that the independent special committee of Viacom’s board which oversees relationships between Viacom and Midway recommended board approval, and that this recommendation was accepted by the full Viacom board.”