April 3, 2019
T-Mobile and Viacom April 3 announced they have entered into a content distribution agreement. Under terms of the deal, Viacom’s brands — MTV, Nickelodeon, Comedy Central, BET, Nickelodeon, Paramount — will play a key role in T-Mobile’s pending mobile video services to consumers later this year.
The deal enables T-Mobile to bring together live linear feeds of Viacom channels as well as a broad range of on-demand content to serve the carrier’s nearly 80 million customers.
“TV programming has never been better, but consumers are fed up with rising costs, hidden fees, lousy customer service, non-stop BS,” John Legere, CEO of T-Mobile, said in a statement. And ‘Macgyvering’ together a bunch of subscriptions, apps and dongles isn’t much better.”
For Viacom, the agreement is another strategic effort to expand the media giant’s lagging digital footprint. The company recently acquired ad-supported VOD service Pluto TV.
‘[It] marks a major step forward in our strategy to accelerate the presence of our brands on mobile and other next-generation platforms,” said Viacom CEO Bob Bakish.
Last year, T-Mobile acquired cable TV disruptor Layer3 TV, and with that team, talent and technology, the company has been readying its first wave of home and mobile TV offerings.
In recent months, T-Mobile executives have shared some of the company’s plans to launch first with an in-home TV solution, designed to replace cable for the 5G era, and longer term, executives say the company will introduce mobile TV services beginning with Viacom as a cornerstone launch partner.