Virgin Mobile USA has announced the renewal of its partnership with MTV this week. As part of the agreement, Virgin Mobile will become the exclusive wireless sponsor of Total Request Live and Direct Effect. During the live broadcast they will use mobile content for voting that will be exclusive to Virgin Mobile USA customers only. Current Virgin Mobile subscribers will not be affected by this agreement, and can continue to access the existing menu of MTV content via their mobile handsets via MTV.com or virginmobileusa.com. In addition to MTV branded content, Virgin Mobile will also be able to continue offering content from Comedy Central.

Virgin Mobile statement:
“The relationship between MTV and Virgin Mobile continues to grow and bring immense value to both parties and to our shared audiences," Virgin Mobile CEO Dan Schulman said in a prepared statement. "Music and MTV are essential elements in the daily lives of our customers, so finding bigger and even more exciting ways to deliver these experiences with a uniquely mobile spin is a natural for us.”