MTV in Canada has teamed with Rogers Wireless on a ‘massive’ music partnership. The music and cell phone giants revealed on Friday three initiatives that will deliver co-branded music across multiple platforms: a social network that lets users share videos, a service that provides sneak peeks at new albums by major artists, and broadcasts of MTV Live at the Concert Hall.

‘New technology has unleashed our audience’s demand for more — more content, more occasions to watch it, listen to it, interact with it, make it themselves, customize it, and share it,’ says Brad Schwartz, SVP and GM for CTV’s Much MTV Group. ‘Research shows that engagement is increased in the minds of our audience when media and advertising embrace multiple platforms at the same time, and that is exactly what this partnership is all about.’

The social network My Playlist, powered by Rogers MusicStore at mtv.ca/playlist, lets users create personalized playlists of music videos, performances and shows. It is supported across MTV platforms with co-branded 30-second spots and banners. Users’ playlists will also be featured weekly on MTV’s flagship interactive series, MTV Live.

Sneak previews of new albums will be streamed to Rogers Vision phones through The Leak, mtv.ca/theleak, as are Rogers-branded broadcasts of MTV Live at the Concert Hall.

From Media in Canada