MTV is expanding its moves into the mobile social networking sector with the launch of Con3xion, aimed at the Latin market. The company claims the strategy makes sound commercial sense – according to its own research 63 percent of Latinos own a media-capable mobile compared to 46 percent of non-Latinos. Latinos are also claimed to be 23 percent more likely to use their mobile phones to watch video content.
The site has been developed in association with mobile social networking company Intercasting Corporation. Targeted at viewers of MTV’s Tr3 channel, the site will enable users to view photos, send and receive messages and search profiles on the move. The broadcaster says it plans to launch other mobile social networks for its other channels in partnership with Intercasting. This is MTV’s second foray into social networking – in September it launched Think.MTV.com, a politics-based site for teenagers, sponsored by AOL and Microsoft.