To support its new Urge music service, MTV has reached a deal to produce branded MP3 players with Mini Media Europe Limited.
The latter firm has confirmed itself to have signed a long-term licensing agreement with Viacom to license and place the MTV, Pimp My Ride and South Park brands onto a range of MP3 and MP4 players.
The agreement is exclusive to Mini Media for the whole of Europe, with the launch plan initially focusing on the UK, Italy, France and Germany.
"MP3 players will continue to see huge growth in 2006 and beyond," said Paul McIntosh, managing drector of Mini Media Europe. "The youth market is ready for something different and our licensed players carrying the MTV, Pimp My Ride and South Park brands will certainly offer that individual approach."
The products will be geared towards MP3 and video playback and there is also the possibility that they will be pre-loaded with MTV content, including videos. The products are scheduled to launch in September 2006.