Virgin Mobile USA renewed its partnership with MTV this week. As part of the deal, Virgin Mobile became the exclusive wireless sponsor of Total Request Live and Direct Effect. The shows will use mobile content such as live in-program voting that only Virgin Mobile USA customers can use. Virgin Mobile subscribers can continue to access the existing menu of MTV content via their handsets or online through MTV.com and virginmobileusa.com.
In addition to MTV branded content, Virgin Mobile USA will be able to continue offering content from Comedy Central.