MTV targets mobile-mad millennials with OTT app

Bob Bakish1Millennial-skewed network MTV is launching an international OTT programming app for mobile phones.

MTV Play is a response to research from MTV parent Viacom, which showed two-fifths of 16-24s were regularly watching TV shows on their phones.

MTV Play will allow users to ‘flick’ around 1,500 hours of content from the app onto other connected devices, an “industry first multiscreen experience”, according to Viacom International Media Networks CEO and president Bob Bakish (pictured).

The app – and an OTT digital music app, MTV Trax – will be available via a number of mobile operators following a series of licensing agreements.

Roll-out begins on mobile platforms in Germany, Switzerland and Romania.

Those with MTV-branded mobile tariffs will get free access, with others able to access it for €2.99 (US$3.38) a month.

“MTV is one of the hottest entertainment brands in the minds of 16 to 24-year-old mobile users, with the majority of online engagement with the MTV brand now coming through mobile devices,” said Bakish.

“Today’s launch of the MTV Play and MTV Trax apps offers operators an enormous opportunity to differentiate themselves and reward consumer loyalty by offering greater value through premium branded content and services targeting young customers who aren’t currently subscribing to pay TV.”