MTV Base and Sony Ericsson bring Player Season III to Urban Youth


MTV base and Sony Ericsson are targeting aspirational, tech savvy and trendsetting young urban adults in a new multiplatform partnership revolving around the channel’s flagship Player music property.

Sony Ericsson is utilising the partnership to support its strategy of 'redefining' music delivered via mobiles, introducing new mixes of applications and services that make it easier for consumers to access their favourite music anytime, anywhere.

Now entering its third season, Player began life in 2007 as a weekly half hour entertainment TV programme on MTV base, showcasing urban culture in Africa and the rest of the world - profiling the best in music, film, technology and youth trends. Key elements of Player Season III include the introduction of multiple location shoots (including New York City), the exclusive premiere of two of the hottest new music videos every week, celebrity reviews of the latest electronic gadgets, up-to-the minute entertainment news, a guide to the week’s hottest gigs, a celebrity ‘Flash Frame’ competition and interactive slot - My Mobie - in which would-be stars submit content to the show via their camera phones.

Alex Okosi, Senior Vice President and Managing Director, MTV Networks Africa, “Player is the ultimate programme for urban ‘early adopters’ who want to be ahead of the crowd. Player feeds this desire – giving them an insight to the things that rock their world – from music to entertainment to technology and more.”

New digital elements for 2008 ensure Player’s relevance and resonance beyond the TV medium: the show will be supported by a dynamic website packaged as a social networking site ( which includes viewer forums, Player blogs, celebrity blogs, an area for submitting videos for My Mobie, consumer competitions, video clips from the show, and charts. Player content will also feature in a twice monthly podcast (downloadable content for PCs and iPods).

To support the Player property, MTV base and Sony Ericsson are putting together a series of live events, taking place at selected University campuses across Nigeria and bringing the live action and stylish trends of the two brands to the fans.

Presented by veteran MTV base VJ Sizwe Dhlomo, Player enjoys a funkily distinctive high tech graphic look and feel which positions the presenter (Dhlomo) in white space, with all programme navigation elements apparently floating in mid air. Using computer animation wizardry, Dhlomo apparently moves and manipulates the on screen icons to navigate into the latest videos and entertainment content.