Viacom launches MTV Play app in UK
MTV reality direct to your phone.
UK fans of Geordie Shore and other unscripted MTV shows can now stream them directly using their new subscription-based streaming service app.Viacom has launched a new streaming app called MTV Play in the UK, enabling on-demand access to MTV shows such as Teen Mom UK and Geordie Shore.
MTV Play will cost £3.99 per month and targets a mobile-first audience and will include catch-up and box set content plus a live feed of the linear MTV UK TV channel.
MTV Play is initially being made available through a direct subscription from Apple’s App Store or Google Play, but Viacom is also looking for ways to distribute it in partnership with telecommunications operators and other platforms in the coming months. The app features a 30-day free trial, MTV confirmed
Whilst acknowledging Sky, Virgin and BT as major distribution partners, Arran Tindall, Senior VP Commercial and Content Distribution at Viacom International Media Networks explained, “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.”
Dan Fahy, VP Commercial and Content Distribution, VIMN U.K., Northern and Eastern Europe added
“MTV’s reality and music content continues to resonate incredibly strongly with young audiences in the U.K.”
He says the company is optimistic that the service will find an audience. "We are confident there is demand for this product from an important segment of younger viewers who are not the decision-makers regarding their household’s TV service."
MTV Play is part of Viacom’s growing portfolio of mobile products, which includes a global suite of branded “Play Plex” mobile apps and direct-to-consumer SVOD kids service Noggin, which provides access to Nickelodeon and is available in the U.S. and Latin America.
However, MTV Play joins an increasingly competitive SVOD market in the U.K. NBCUniversal also has a reality show app, called Hayu, which started out in the U.K. and is being rolled out internationally. The Hayu service is also available as an add-on for either Amazon Prime Video or Sky’s Now TV streaming service for £3.99 per month
Currently, there are no plans for an MTV Play launch outside the UK.
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