Viacom Launches MTV Mobile App in the U.K.

Viacom may be playing catch-up in over-the-top video distribution in the United States, but across the Atlantic Viacom International Media Networks is set to launch MTV’s first SVOD mobile streaming app.

Dubbed “MTV Play,” the £3.99 monthly service targets the younger mobile demo (ages 18-34 years old), with additional distribution planned through U.K. telecoms.

“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,” Arran Tindall, SVP, commercial and content distribution at VIMN, said in a statement.

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Tindall said the app is not a replacement for traditional distributors such as Sky, Virgin Media and BT, who he said do an “excellent job” bringing MTV to younger audiences across the U.K.

“But we know there is a segment of younger potential MTV fans who sit beyond the basic pay-TV bundles,” Tindall said.

MTV Play will offer TVOD options, including catch-up episodes “Geordie Shore,” “Teen Mom U.K.,” “Lindsay Lohan’s Beach Club” and “The Charlotte Show,” as well as catalog series such as “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”.

“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. “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.”