Sydney- MTV Networks Australia has introduced a new, integrated multi-platform channel, The Music Factory (TMF). TMF is interactive and features music video programming and viewer-generated content including images, videos, text-based applications and graphics. Furthering connectivity, TMF connects all platforms and simulcast to mobile 24-hours daily via the Optus Zoo mobile portal to be launched in September 2007. TMF’s innovative approach incorporates various viewing platforms and allows viewers to connect and influence the overall look and feel. In addition to being the first music channel to simultaneously broadcast on TV and mobile in Australia, TMF also provides viewers the opportunity to experience and create their ’15 minutes of fame’ to an audience. Every day for one hour, TMF will offer ‘participation tv’ with functionality by Optus to provide consumers the opportunity to make a video call from their 3G mobile for broadcast on the channel. Viewers can introduce music clips, perform or review concerts.