Tokyo/ Singapore/ Hong Kong – MTV Networks Japan K.K, a unit of Viacom, has partnered with Shockwave Entertainment, Inc. to co-develop and market advertising products, as well as create a new advertising business model for Japanese advertisers and consumers. The collaboration is expected to increase the reach and traffic of Shockwave, an entertainment website in Japan for casual gamers and animation fans, and MTVJapan.com, MTV Japan’s online music portal. The alliance encourages the transfer of existing members of one website to the other to increase the audience pool for advertisers. Also, the partnership will enable fusion of the “brand power” and creative expertise of both companies to create new tie-up websites to offer online branded entertainment. In addition, the partners will jointly develop original ‘advergames’, free online games that feature integrated brand logos and services as new advertising options. Leveraging on the tie-up, the two firms will provide multi-platform advertising solutions that encompass cable TV and satellite broadcasts in addition to online properties. Peter Bullard, president, MTV Networks Japan said, “This alliance will blend our brand power with Shockwave’s compelling entertainment destinations, further strengthening our ability to offer advertisers innovative and unique solutions.”