This November, MTV Networks will start a wave of multi-platform programming centered around song lyrics for its three primary music brands MTV, VH1 and CMT. The idea: to connect lyrics with a variety of shows, specials and multiplayer trivia games including an update of TV warhorse Name That Tune. Online CD-information database Gracenote is supplying the lyrics information. Some examples include:

-- Online: Searches for lyrics on MTV.com, VH1.com and CMT.com will also turn up artists’ bios, news, music videos, and links to purchase the song. VH1Classic.com will launch a similar lyrics experience next year.

-- Mobile: The three MTVN mobile sites for MTV, VH1 and CMT will let users search for lyrics directly on their phones. Viewers who text an artist’s name, song name or a portion of a line will receive a link to a special WAP, or mobile web page, showing the full lyrics, along with other artist and track info.

-- Broadcast: MTV’s “Spankin’ New Music Week,” which begins Nov. 26, will become “Spankin’ New Lyrics Week,” which is sort of a Behind The Music that focuses just on what inspired artists to write their most famous lines. Additionally, Name That Tune will air on the three networks. 

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