Sign in Subscribe
Cable television broadcasting industry

MTV Networks Launches FLUX, a Mobile Entertainment Community in Japan

Strategic Insights

— 2 min read

MTV Networks, a unit of Viacom Inc., has announced the launch of FLUX, a mobile entertainment community in Japan. The service, available on mobile and online networks, will deliver entertainment and music content to Japanese consumers. FLUX has secured an exclusive deal with Utada, Japan's biggest female artist, to launch the world's first mobile music video series.

FLUX will be a subscription-based service delivering original video and animation productions from Japan's leading creators, as well as programming from the global MTV Networks library. The service will target 13-34 year-olds and will include original, locally produced animations, music videos, and licensed content. The service will be available on mobile in 1-3 minute episodes and through the Web site.

Key Takeaways:

  • FLUX is a mobile entertainment community launched by MTV Networks in Japan, available on mobile and online networks.
  • FLUX has secured an exclusive deal with Utada, Japan's biggest female artist, to launch the world's first mobile music video series.
  • The service will deliver original video and animation productions from Japan's leading creators and programming from the global MTV Networks library.
  • FLUX will target 13-34 year-olds, including the award-winning SpongeBob SquarePants, which will be seen for the first time in Japan outside the Nickelodeon environment.
  • Original, locally produced animations will include Lightman, Hanamoski, and other clips.
  • FLUX has secured an exclusive partnership with Utada to produce the world's first mobile music video series, featuring leading Japanese animator Koji Morimoto.
  • FLUX will also feature licensed content, including Polygon Family, Perestroika, and Sguy and the Family Stone.
  • The service will be available on mobile in 1-3 minute episodes, with lengthier content available through the Web site.
  • FLUX will offer a diverse collection of mastertones from record labels such as Avex, BMG Funhouse, and Columbia Music Entertainment.
  • FLUX will initially launch on mobile in Japan via KDDI Corporation's "AU"/"EZWEB" with a monthly fee of 315 yen per month ($3).
  • Additional carriage deals with other operators will be announced in the coming months.
  • The Web site, www.fluxnet.jp, will launch this autumn.
  • Consumers will be able to pay subscription fees and purchase top-ups for additional content via monthly mobile bills and credit cards.

Statistics:

  • FLUX will deliver entertainment and music content to Japanese consumers.
  • The service will target 13-34 year-olds, the major demographic for MTV Networks.
  • FLUX has secured an exclusive deal with Utada, Japan's biggest female artist, with sales of more than 37 million units.
  • The service will include original video and animation productions from Japan's leading creators and programming from the global MTV Networks library.
  • FLUX will offer a diverse collection of mastertones from record labels such as Avex, BMG Funhouse, and Columbia Music Entertainment.
  • The service will be available on mobile in 1-3 minute episodes, with lengthier content available through the Web site.
  • FLUX will have a monthly fee of 315 yen per month ($3) for Japanese subscribers.
  • The service will launch on mobile in Japan via KDDI Corporation's "AU"/"EZWEB" and other operators.

Sources:

  • MTV Networks ASIA PULSE 02-06 1603
  • www.mtvn.com
  • www.fluxnet.jp
  • KDDI Corporation
  • Universal Music Group

Read more