MTV Readies Series for Wireless

NEW YORK MTV said it plans to launch Sway’s Hip-Hop Owner’s Manual, an original series developed specifically for various wireless devices.

Ten short-form episodes are in the works for the show, which will feature MTV correspondent and radio personality Sway Calloway commenting on hip-hop videos while helping fans break down the latest slang terms through interviews with various experts. The show will be available through all wireless carriers offering MTV Mobile Video as part of their content subscription packages.

Meanwhile, Calloway appears to be a rising star at MTV. The network has signed him to a three-year deal that will see him lending his talents to various projects being developed for multiple platforms.

While Sway’s Manual will be the first series designed specifically for mobile devices to come out of MTV, several of its Viacom siblings are undertaking similar projects. VH1 launched a music-video themed mobile show, Dingo Ate My Video, last month. Comedy Central is planning an original made-for-mobile animated series, Samurai Love God, later this year.

“We are committed to developing short-form content that can live across all of our screens, while at the same time micro-developing shows that are platform specific,” said Brian Graden, president, entertainment, MTV Networks Music Group. “Only a few months after creating a team dedicated to short-form development, we are delivering great original content tailor-made for our audience.”