Viacom International Media Networks (VIMN) has launched MTV’s first direct-to-consumer SVOD mobile streaming app, MTV Play.
Initially only available in the UK, MTV Play is aimed at a young, mobile-first audience who wants to watch MTV content, including series such as Geordie Shore and Teen Mom UK as well as back catalog titles including The Hills, The Valleys and Jersey Shore. The app will also feature short-form digital original series including Show Us Ur Phone, What the Yuck and MTV Meets.
Additionally, the app will include a live feed of the MTV UK linear TV channel for £3.99 a month [approximately US$5.20], following a free 30-day trial. MTV Play is initially being made available through a direct subscription from the App Store or Google Play, with plans to roll out the app in partnership with telecommunication providers.
MTV Play is part of Viacom’s stable of mobile products, which globally includes a portfolio of brand affiliated Play Plex mobile apps featuring long-form and short-form content that distribution partners can offer their subscribers.
“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,” said Dan Fahy, VP, commercial and content distribution, VIMN UKNEE, in a statement. “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.”