Yet Another Java Portal

MTV have announced that they’re the latest media owner to hop on the Java portal bandwagon, according to New Media Zero. This follows similar announcements from Celador, Endamol and The Sun. The portal will be available as a WAP site initially with Java expected to follow.

Stand by to repel a deluge of similar announcements.

I can warn them though. Developing java apps across a meaningful range of handsets is difficult and time consuming = very expensive.

And as I’ve written before, this isn’t the Holy Grail everyone thinks it is.

As far as MTV is concerned though, I think that their brand has pretty good credentials for mobile:

The MTV brand is a perfect fit for developing a direct-to-consumer proposition,’ he [MTV UK head of interactive Matthew Kershaw] said. ‘Our forte is in not letting people get bored, offering entertainment for short attention. For instance, you can watch Jackass in a minute and a half.’

In fact, perhaps more than any other, they pioneered the whole grazing approach to entertainment – a never ending buffet of entertainment bite-size snacks.

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