MTV and Motorola are both all too aware of this and their latest collaboration is their most ambitious yet. Get a load of Mobbed, dubbed as the "first-ever digitally focused integrated platform across all platforms: on-air, online and on-mobile." The idea is, of course, to reach the youth target market in every way possible.

Recently launched in Singapore and now available in seven Asia-Pacific countries, including the Philippines, Mobbed can be enjoyed in many different ways. The involvement of Motorola alone already ensures a strong mobile phone component that pretty much anchors the rest of the Mobbed brand.

The whole Mobbed experience revolves around what is called the Mobbed Java Interface that you can download by typing MTV<space>MOBME to 2959. Once downloaded, you’ll be greeted by nine snazzy-looking icons that start with Home, the place where you sign up and register as a "Mobber" and start earning reward points known as "Moolah."

The Mob Squad is the icon where you’ll find Gus, Donny Sunshine and Lenny, the dysfunctional characters of the interactive animated series of the same title. The Mob Squad is also the icon to press when you wish to download cool wallpapers, screensavers, ringtones and episodes, okay "mobisodes" they call it of The Mob Squad series.

Another icon called Mobtage is where Mobbers are asked to take photos of a given theme and MMS them to the Mobbed TV show, the best of which will not only be displayed on MTV in a magnificent, yes, Mobtage. Also for each month, the best SMS in each of the seven Mobbed countries is entitled to a cool, new Motorola phone. For those interested, you can either send via email or through a GPRS-enabled phone to mms@mtvmobbed.com or you can also upload at mobbed.mtvasia.com.

More rockin’ ringtones, wallpapers, screensavers can be downloaded by Mobbers at the Stuff icon while Blurbs contains bite-size bits of the latest news that highlight what’s hip and what’s happening. Interactive mobbed games can be downloaded at the Games icon, Blogs is pretty much self-explanatory and also involves your fellow Mobbers and favorite MTV VJs. Contests gives you a shot at not only the latest Motorola phones and other cool prizes but also some limited-edition artist merchandise. That last one is really something and will definitely be a big deal for music lovers like myself.

And then there’s MotoAlert, known to most fans as an earlier collaboration between MTV and Motorola. As a successful show that identifies and breaks music and artists in Asia, MotoAlert is also a Mobbed icon that continues its exclusivity in featuring new and cutting-edge artists in addition to the latest news, gossip, more downloads and activities.

And we’re only talking about Mobbed’s mobile phone component so far. As to how much is involved. On TV, you can catch Mobbed on Sundays at 10:20 am and Wednesdays at 9:50 am where it is hosted by VJ Max, who also hosted the successful Singapore launch of Mobbed. On the World Wide Web, you can get Mobbed at mobbed.mtvasia.com.

The convergence of different platforms all sounds good on paper. But will that be enough to make Mobbed click and eventually become a household name? While that remains to be seen, the initial response seems to be very encouraging for both MTV Networks Asia and Motorola.

As exciting as it sounds, the whole concept of Mobbed still has its rough edges and it will certainly have its share of birth pains, especially and most likely, when it comes to executing it. But as technology continues to get better in the coming months (read: G3), the more seamless the inter-connectivity of all involved platforms will be.