Staring in November, MTV Networks will build song lyrics into its MTV, CMT and VH1 brands, across all the platforms it provides its content on; including TV, the Web and mobile devices.
The initiative will start in November, and go on through sometime in the middle of 2008.
On television, the MTV network will rename what it was originally calling "Spankin' New Music Week" to "Spankin' New Lyrics Week," which will take a look at lyrics and what the inspiration behind them were. VH1 will focus on its show "Boxset" to include lyrics in the show. CMT will interview fans about what their favorite country song lyrics mean to them.
The MTV, CMT and VH1 web sites will include lyrics when people search for a song. A little down the road, all three properties will feature single and muliplayer online trivia lyric games to play.
The mobile strategy will allow users to text an artist, song or part of a lyric so they can get a link to a webpage built to view on their mobile phones. It will include the complete lyrics of the song. Mobile users will also be able to play the lyric trivia games offered online as well.
The network said, "Over time, the brands also will deliver unique editorial perspectives that highlight the important social, political and historical implications of select artists' lyrics."
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