MTV Networks has closed a multi-network, multiplatform deal with agency giant OMD that involves a "significant increase in volume," according to a source close to the two players, MediaWeek writes (via MediaBuyerPlanner). The deal, which is being touted as cable's first significant deal of the upfront season, encompasses nearly 30 clients of OMD and is said to be worth more than $300 million.

More than 10 percent of that is reportedly earmarked for digital media, including broadband, video-on-demand, podcasting and wireless. So-called linear nets included in the deal are MTV, MTV2, mtvU, VH1, VH1 Classic, CMT, The N, Comedy Central, Spike TV, Nickelodeon, Nick-at-Nite, TV Land and Logo.

As part of the deal, the parties will embark on a joint research partnership that will track viewer engagement across the properties and also measure "transference" (the extent to which consumers extend the positive feelings for media brands to the products that are advertised in those media), according to AdWeek.