SYDNEY: The Music Factory, MTV’s recently launched 24 hour music channel, will be the first in Australia to simultaneously broadcast on television and mobile, MTV has claimed.
TMF’s content will be simulcast to mobile 24 hours a day via the Optus Zoo mobile portal.
The music channel itself began trialing from 1 March, while the interactive component will kick off on 22 June and viewer video uploading will be rolled out in the next few months after that.
Viewers will have reign over TMF’s content one hour a day, where they will be able to make video calls from 3G mobiles for broadcast, allowing them to review concerts or introduce film clips.
Outside this hour, viewers can personalise their content uploads using images and channel identity promotions, that will run as interstitials between music clips.
TMF launched overseas in 2002, allowing first-time viewers in the UK, Netherlands and Belgium to use their mobile phones and see results on their TV in “real time”.
The TMF format in Australia, however, will be the first to introduce user-generated mobile video content to the channel.
Dave Sibley, managing director of MTV Networks Australia, was behind the decision to launch the channel in Australia.
“The subscription television industry embraces this kind of innovation. TMF will harness the latest technology to democratise the making of TV content,” Sibely said.
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