MUMBAI: MTV Music Group has announced that Adam Lambert, LeAnn Rimes and All Time Low will serve as the premiere artists for the launch of a new cross-platform digital franchise Posted.

The new digital programme, presented by AT&T, www.att.com, will provide music fans with a destination to find social media updates, videos, news and photos of artists.
 
Each month CMT, MTV and VH1 will spotlight its own artist. The new franchise will live on each channel's web and mobile properties as a space that connects artists directly with their fans in real time. Participating artists will use the devices to submit content, including videos and photos, to their individual Posted sites.

For the programmes kick-off, VH1 selected Adam Lambert, who recently filmed an episode of Unplugged;CMT selected Grammy award winner LeAnn Rimes; and MTV chose pop punk band, All Time Low who will be joined on Posted by June tour mates Boys Like Girls, LMFAO, and Forever The Sickest Kids. Other bands and artists expected to participate in the programme during the coming months include Maroon 5 and Sara Bareilles  
MTV Networks Music and Logo executive VP Dermot McCormack says, "Posted not only gives fans unparalled access to their favorite bands through a myriad of mediums, it also provides the kind of exclusive daily content and social interaction that hyper-connected music fans are demanding. As a device that's deeply rooted in the social media space, AT&T's Motorola BackFlip phone is the perfect way to bring this franchise and its content to life....

As presenting sponsor of the franchise, AT&T will receive exclusive branding across the site. An interactive calling unit featuring the Motorola Backflip will enable fans to take a demo of the phone and scroll through the features to access such content as tour dates and photos of participating artists. In addition, fans can use the interactive calling unit to leave suggestions for future Posted content ranging from photo suggestions to interview questions.

Featured content from Posted artists will include:

* Exclusive photos and videos captured by participating artists using the Motorola Backflip form AT&T,

* Facebook and Twitter updates,

* FourSquare tips and tricks,

* Current tour dates,

* New music videos,

* The latest news and interviews; and

* Artist-related blog entries.