Viacom International Media Networks (VIMN) has launched MTV Play, MTV’s first ever direct-to-consumer (D2C) SVOD mobile streaming app.
The app, which is initially available only in the UK, marks a global first in providing a full MTV long form content experience in a standalone subscription app.The app is targeted at younger, mobile-first audiences who want to watch MTV’s youth-focussed reality content.
Priced at £3.99 per month following a free 30-day trial, MTV Play will offer a live feed of the MTV UK linear TV channel, and a range of catch-up and box set content. While MTV Play is initially launched via a direct subscription from either the App Store or Google Play, VIMN has announced plans to partner with telco providers in the future to distribute it.
Catch up and box-set content available at launch includes: Geordie Shore, Teen Mom UK, Lindsay Lohan’s Beach Club, The Charlotte Show, The Hills, The Valleys and Jersey Shore. It will also feature short form digital original series including Show Us Ur Phone, What the Yuck and MTV Meets.
“Our major distribution partners such as Sky, Virgin Media and BT do an excellent job of bringing MTV to younger audiences across the UK, but we know there is a segment of younger potential MTV fans who sit beyond the basic pay TV bundles”, said Arran Tindall, Senior Vice-President of Commercial and Content Distribution for VIMN. “MTV Play puts the full MTV content experience directly into the hands of young people for the first time in a way that is accessible and affordable.”
While Dan Fahy, Vice-President of Commercial and Content Distribution for VIMN, added “MTV’s reality and music content continues to resonate incredibly strongly with young audiences in the UK and we believe there’s a further appetite for an app like this. We’re speaking with telco providers and other platforms about how they can make MTV Play available to their subscribers, which will form an important part of our distribution strategy alongside D2C.”