The Sony-Ericsson deal comes as MTV celebrates the James Bond 40th anniversary promotion worldwide under a separate alliance with MGM, which owns the rights to the latest Bond movie, Die Another Day.
Hoyan Mok, MTV Networks' manager for marketing communications, said the global MTV-MGM partnership provided MTV exclusive rights in promoting the movie on the channel as well as having its stars Pierce Brosnan and Halle Berry as presenters at the Europe Music Awards in Barcelona. MTV Asia will screen a behind-the-scenes look at the creative process in the production of the new movie as well as the awards. Sony-Ericsson products are featured in the new movie - lead characters are seen with the Sony-Ericsson T68i, which incorporates technologies such as MMS and Bluetooth, and the imaging capabilities of the P800 smartphone. An estimated 500 TV spots for Sony-Ericsson products will be featured on MTV channels until January 2003. "Our MTV sponsorship reinforces our brand positioning to Asia's youth as both companies promote creativity and self-expression," said Tay Poh Lin, marketing communications, Asia Pacific region, Sony Ericsson mobile communications international AB. Christopher Steward, senior vice-president, advertising sales, MTV Asia, added: "The partnership has developed into a strategic and influential combination that impacts youths in over 150 million households across Asia. With Die Another Day and the awards, we can effectively reach the target markets that Sony-Ericsson is aiming at."
