MTV and Motorola Rock the Mobile World with Three-Year $75 Million Alliance

Biggest Ever Marketing Alliance for Both Motorola and MTV International

Agreement to Create Ultimate Localized Mobile Entertainment Platform; Extends MTV Experience to the Wireless World

HANNOVER/CHICAGO/LONDON -- 12 March 12, 2003 -- Two global powerhouses — Motorola (NYSE: MOT) and MTV: Music Television, owned by Viacom Inc. (NYSE: VIA, VIA.B) — today announced an unprecedented three-year $75 million alliance. This unique agreement represents Motorola and MTV International’s biggest ever marketing collaboration, extending MTV’s programming and innovation outside the U.S. to the wireless world, via the power and popularity of Motorola devices, combined with localized on-air programming and on-the-ground events, as well as interactive and Web strategies.

Leveraging MTV’s influence among youth and knowledge of the ever-evolving music and lifestyle scene and Motorola’s technology and personalization intelligence, the two companies will develop and integrate locally created marketing activities in regions around the globe. Together, MTV International and Motorola will provide an environment that radically accelerates the way people use and view their mobile phone — creating a mobile entertainment experience for consumers to text, talk, rock, mix and more.

The alliance will include the following components, localized to appeal to consumers in each market:

● Innovative MTV content pre-loaded onto Motorola handsets, including ring tones, games, images, and more;

● New MTV shows and vignettes in each region spotlighting new music and developing artists;

● Online extensions for Motorola and MTV’s Web sites;

● Live MTV/Motorola events and retail promotions; and

● Local media buys.

Motorola and MTV announced this collaboration at a joint news conference today at CeBIT, the world’s largest information and communications technology tradeshow. During the weeklong CeBIT show in Hannover, Germany, MTV VJs and associated artists will be at the Motorola stand (Hall 26; Stand E40 and E60) entertaining more than 700,000 expected visitors.

“This alliance celebrates MTV and Motorola’s focus on a total lifestyle connection with our youth audiences, delivering breakthrough creativity in local markets worldwide,” commented Bill Roedy, President of MTV Networks International. “MTV is the only media brand that can deliver this all encompassing experience to young people across multiple media platforms. Motorola’s commitment to being a leading innovator in the wireless space makes them a compelling partner to deliver these experiences with us.”

“No brand has a bond with the next generation like MTV. Helping extend that bond into a whole new mobile zone of immediacy, interactivity, and always-with-you is the most exciting part of this new alliance,” said Geoffrey Frost, corporate vice president of global marketing for Motorola. “We believe it’s going to be the source of some truly new-to-the-world experiences: on the ground, on air, online, and on millions and millions of a new kind of screen in pockets all over the world. We are incredibly excited about working with the extraordinarily creative minds at MTV.”

Mix of Global Groove with Local Vibes
This alliance includes the development of MTV features and applications for use on Motorola handsets all over the world, as well as a variety of activities and events locally conceived and implemented to reflect the different style, culture and tone of each market. This strategy combines MTV’s successful localization efforts with tailor-made marketing campaigns by Motorola.

For global use, Motorola and MTV will jointly develop MTV wireless menu interfaces to be included in handset menu navigation areas. This interface will contain direct links to embedded or over-the-air downloadable MTV and Motorola content and experiences, continuously updated and localized. Initial offerings are expected to include games, downloadable themes — packaged wallpaper, screensaver and ring tones — from MTV artists, programming segments, music and concert information, and special promotions.

In each region, MTV and Motorola will be introducing a number of new mobile entertainment experiences illustrating the endless possibilities created with this new collaboration. A centerpiece in regions throughout the world will be the development of a 30-minute show on MTV introducing new music in a completely different way. While the overarching theme of showcasing new and emerging musical artists will cross all borders, every region will create their own show to address the different styles and flavors of the local landscape. A number of mobile messaging efforts (SMS, EMS, MMS), online extensions, live events and retail promotions will create a complete integrated offering through all mediums. In addition, Motorola’s MotoMixer technology, providing mobile and online mixing capabilities to create unique ring tones, will play a prominent role in highlighting the possibilities of mobile personalization through music.

“Anyone familiar with our industry will view this new partnership as a significant milestone in the overall history of the wireless industry,” added Mr. Frost. “The television landscape was forever changed when MTV appeared on TV sets around the world in 1981. We see the results of this partnership having a similar effect as the innovation of MTV and Motorola join together to create an environment designed to accelerate and enhance the daily usage of mobile phones.”

About MTV International
MTV: Music Television is the world's leading multimedia brand for youth and can be seen in more than 367 million households in 164 countries via 38 channels in 17 languages in Asia, Australia, Canada, Europe, Latin America, Russia and the U.S. MTV's holdings also include 21 locally operated Web sites worldwide as well as publishing, home video, radio, recorded music, licensing & merchandising and a feature film division, MTV Films. MTV is a trademark of Viacom International Inc. (NYSE: VIA, VIA.B).

About Motorola
Motorola, Inc. (NYSE: MOT) is a global leader in providing integrated communications and embedded electronic solutions. Sales in 2002 were $26.7 billion. Motorola is a global corporate citizen dedicated to ethical business practices and pioneering important technologies that make things smarter and life better for people, honored traditions that began when the company was founded 75 years ago this year. For more information, please visit: www.motorola.com.

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Media Contacts:
Motorola
Eva-Maria Bieda
+41-79-248-2132
eva-maria.bieda@motorola.com

Motorola
Kathy Van Buskirk
Global Marketing & Communications
+1-303-447-0472
Kathy.vanbuskirk@motorola.com

Motorola
Sharen Santoski
Global Marketing & Communications
+1-847-523-4715
sharen.santoski@motorola.com

MTV Networks International
Rob Hooper
+44-(0)-790 999 6276
hooper.rob@mtvne.com

MTV Networks International, New York
Mark Levine
+1-212-258-7241
markj.levine@mtvn.com

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