Viacom and T-Mobile struck a major content deal that calls for programming from BET, Comedy Central, MTV and Nick, among other Viacom nets, to “play a key role” on T-Mobile’s upcoming video service. “Viacom represents the best of the best, most-popular brands on cable, so they are an amazing partner for us!” raved T-Mobile CEO John Legere in the distribution announcement. “TV programming has never been better, but consumers are fed up with rising costs, hidden fees, lousy customer service, non-stop BS. And Macgyvering together a bunch of subscriptions, apps and dongles isn’t much better. That’s why T-Mobile is on a mission to give consumers a better way to watch what they want, when they want.”

Added Bob Bakish, Viacom President and CEO, somewhat less colorfully, “Today’s landmark announcement marks a major step forward in our strategy to accelerate the presence of our brands on mobile and other next-generation platforms, and we’re so excited to partner with T-Mobile to provide millions of subscribers with access to our networks and more choice in a new service that will be unlike any other in the market.”