MUMBAI: MTV in the US and Cox Communications have announced a co-branded retail partnership that will promote MHD: Music High-Definition Channel.

This is MTV's high-definition music channel. The retail partnership will include in-store and online promotions tied to consumer retail locations around the US. The partnership will also push Cox HD Service, where Cox services are sold

The retail partnership is designed to not only generate awareness about MHD and Cox HD service, but to also provide a convenient location where customers can learn about the technology, service and programming available.

VHI GM Tom Calderone says, “Working with Cox Communications, the first provider to launch MHD, allows us to bring television viewers a high-definition experience from the best known music brands in the business. Our retail partnership furthers our commitment to offer Cox customers’ in-depth information about high-definition television in a retail setting where they can get answers and take advantage of promotional opportunities.”

Cox senior VP marketing Joe Rooney says, "Live concerts and music are among the top reasons customers want high-definition service. MHD content especially appeals to a newer, younger HD consumer who is driven by music and gaming. Our retail partnership is a great way to truly demonstrate the high-definition experience to this audience by offering a 'front row seat' to some of the most exciting live music events on television. It also gives us a platform to communicate to these consumers why Cox is the best choice for HD service.”

Cox will offer the channel to over 80 per cent of its subscribers next year. MHD features a high-definition music programming, including MTV Unplugged: Alicia Keys, VH1 Storytellers: Green Day, CMT Crossroads: John Fogerty and Keith Urban as well as original concert series such as Music with Altitude featuring the Goo Goo Dolls.