Cable and Wireless Jamaica (C&WJ) will provide broadband services for the transmission of content for Music Television's (MTV) Caribbean offering Tempo - thus creating a partnership that the telephone company apparently believes will give it the visibility to allow it to claw back some of the youth market that it lost to its cellular rival Digicel.

The agreement according to Jacqueline Holding, C&WJ's president, will allow her company to target younger audiences, who make up the majority of MTV viewership.
Tempo will begin airing in October.

Holding, in making the disclosure at Mayberry Investments monthly investor brief on Wednesday, hinted that a similar deal with US media company Black Entertainment Television (BET) was in the making. These programmes, although originating in the USA, are aired throughout the region via cable.

C&WJ was the main sponsor of West Indies cricket for years until March 2004, when it failed to match an offer made by Digicel, which now has a larger share of the 1.8 million mobile customers in Jamaica.

Subsequently, the phone company announced that it would focus on the next cricket World Cup to be held in the West Indies in 2007.

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