Van Toffler, President of MTV Networks’ Music/Films/Logo group was full of surprises. He spoke about the new programming coming down the pike from MTV Wireless. They’re planning to (first surprise) develop original audience-generated content. They are getting back to their “ADD roots” by deploying shorts in the five to fifteen second time slice, similar to the original MTV “art breaks”. MTV’s third pillar of content is music—another big surprise. MTV channel on the handsets will break bands—another surprise. MTV was once a pioneer, and they still refer to themselves that way.

BET (Black Entertainment Television)’s Debra Lee, Chairman and CEO, spoke about the artist D4L launching four million ring tones and achieving success through ring tones purchases by their audience. Hip hop is a recurring theme at CTIA; I remember hearing P. Diddy speaking at CTIA in Atlanta a couple of years ago. The hip hop audience is full of wireless early adopters.

Amp’d Mobile and Verizon, mobile video purveyors, were notably absent from CTIA, though each had announcements. Amp’d plans to launch its own original television content. I suspect they’re getting it for free, as a means to launch indie artists. It’s a great gig for both parties.