According to the company, Flux will be a subscription-based service delivering entertainment and music via mobile and online networks to consumers in Japan, with ambitions to expand across other markets around the world.
Subscribers will be able to access short videos and music, make recommendations to others and provide feedback.
The service, which is aimed at 13-34 year-olds, will also feature content from Japanese video and animation productions, programming from the global MTV Networks library and Nickelodeon’s popular TV series ‘SpongeBob SquarePants’.
In addition, Japanese singer Utada has singed on to help produce MTV’s mobile music video series, and clips of Japanese manga animations will be available to watch on mobiles in 1-3 minute episodes. Lengthier content will be available through the web site.
MTV has also signed deals with record labels such as Avex, BMG Funhouse and Columbia Music Entertainment, which will offer a collection of mastertones from local and international artists.
Flux will initially launch on mobile in Japan with a monthly fee of YEN 315 per month ($3). Consumers will be able to pay subscription fees and purchase top-ups for additional content via monthly mobile bills and credit cards.
The web site for the new service is expected to be released this Autumn.
