mcm entertainment launches Australia’s first daily made-for-mobile music programs on Telstra Next G™
30 Jun 2008
mcm entertainment launches Australia’s first daily made-for-mobile music programs on Telstra Next G™ phones Deal first foray into mobile content, cements mcm’s cross-media strategy
Telstra Next G™ mobile phone customers will have access to Australia’s first daily global digest of music tracks and videos from the legendary Take 40 Australia® following an agreement between mcm entertainment (mcm) and Telstra.
mcm’s new daily Take 40 mobile episodes, available through BigPond TV on Telstra Next G™ phones, are the first made-for-mobile music program in Australia.
Hosted by Andrew G, it offers a daily four-minute global mash-up of chart updates, fresh tracks, artist chats, tours, news and what’s hot.
The Take 40 mobile episodes are mcm’s first foray into mobile content and cement its cross-media strategy to offer premium entertainment content on radio, TV, online and now 3G mobile devices.
The agreement will be anchored on a revenue-sharing model, whereby Telstra and mcm will share subscription and advertising revenues.
mcm’s Chief Executive Officer Tony McGinn said the Take 40 mobile episodes on Australia’s largest and fastest national mobile network meant consumers could now enjoy a fresh daily music entertainment update on the bus, train, tram or ferry, or in a café over their morning coffee.
“It reinforces mcm’s cross-media strategy, which is to offer entertainment to consumers via every possible media platform, at a time and format of their own choosing,” Mr McGinn said.
“For our advertising customers it means access to unique and additional avenues to embed their messages within mcm’s Take 40 brand, Australia’s music entertainment market leader with a 25-year heritage.
“This is the first made-for-mobile ‘produced’ music content in Australia consisting of daily short form episodes hosted, written, compiled and produced just for mobile audiences. They are designed to be upto-
the-minute entertainment snacks to enjoy when you have a few spare minutes.
“Today’s entertainment consumer wants to access their desired content in many ways from several media platforms, and at different times and in different ways.
“Our deal with BigPond demonstrates mcm is committed to building audiences in new media, while ensuring we continue our audience growth in our traditional markets.”
BigPond Group Managing Director Justin Milne said the new Take 40 mobile programme will complement the existing range of on demand videos available on BigPond TV.
“Our BigPond Mobile portal is continually updated with new and exciting entertainment and we are pleased to now have Take 40 mobile,” Mr Milne said.
“This takes music news and video clips out of the lounge room and puts them in our customers’ hands when they’re out and about or having some down time at work or uni,” Mr Milne said.
Telstra Next G™ customers can watch the daily Take 40 Australia mobile program via mobile on BigPond TV through either a monthly subscription service, with access to each of the seven daily episodes as many times as they want, or a casual subscription per episode.
Take 40 mobile host Andrew G says the move to mobile phones is the ultimate graduation of the legendary Take 40 program.
“This is taking Australia’s most trusted, successful and longest-standing national music brand and putting it into the hands of our audiences, any time, any where,” said Andrew G.
“Having daily contact with our audience means the key Take 40 properties of local and global music entertainment content, such as movies, news, tours, artists, current and previous chart-toppers are at their finger tips.
“The mobile episode delivered fresh daily will draw upon the global resources of Take 40, including upto-the-minute reports from London, New York and Los Angeles.”
Advertising on the daily Take 40 mobile will be via exclusive weekly sponsorship blocks and will have the added value of being able to tie in interactive competitions.
Telstra BigPond and Take 40 have existing radio and online collaboration. BigPond sponsors Take 40 Australia and take40.com. It is also mcm’s Digital Download partner for Take 40 and movideo.com.
The weekly outlook of the Take 40 mobile episodes will be:
Sunday – Take 40 Chart Update
Monday – Take 40 Fresh Tracks
Tuesday – Take 40 Chats With (Artist Feature)
Wednesday – Take 40 ‘Out and About’ (Live music and movies)
Thursday – Take 40 ‘Who’s Hot?
Friday – Take 40 Friday Flashback
Saturday – Take 40 Weekly Wrap-Up
For interviews or further information please contact:
Campbell Fuller
Burson-Marsteller
02 9928 1530 / 0407 170500/
Campbell.Fuller@bm.com
Pia De Lima
Burson-Marsteller
03 9426 1314/ 0418 311 437/
Pia.DeLima@bm.com
