Viaacom International Media Networks’ (VIMN) has announced the launch of a new MTV Play mobile app in the Netherlands and Belgium.
MTV Play is part of Viacom’s suite of mobile applications for its core brands, giving audiences on-the-go access to a VOD content library and market-by-market brand exclusives. This marks the first Play Plex launch for the MTV brand in Europe.
“We have had great success with our Play Plex apps around the cluster,” said Raffaele Annecchino, president and MD of VIMN Southern and Western Europe, Africa and Middle East,
“Our Nickelodeon Play app is already active and embraced by fans around the world including in the Middle East through our partnership with OSN, and in Portugal thanks to NOS. I look forward to continuing to working with more distributors to demonstrate the value of the Play Plex apps platform and expand our multiplatform offering, especially for this generation of digitally native audiences.’
In the BENELUX, the launch is augmented by the addition of an app-exclusive full episode from the second season of the country’s hit new reality Ex On The Beach: Double Dutch, featuring cast members from the previous season giving tips and warnings to the newcomers. Users can also catchup on the entire first season of the popular Dutch show, and access a range of additional MTV content including international shows. MTV Play is currently available for free on iOS and Android in the Benelux region.
“The launch of MTV Play fits in with Viacom Benelux’s strategy to bring our brands and shows to our fans wherever they are present,” said Maurice Hols, SVP and general manager of Viacom Benelux.
“Television is still our most important platform, but it’s no longer the only way fans come into contact with our content. At MTV, we see that catch-up through the website and in collaboration with providers is very popular, so it’s a great opportunity to launch MTV Play now. ”
Launched in 2015, Viacom’s Play Plex suite of mobile VOD apps work across IOS and Android systems. The apps can feature live streams of Viacom’s branded TV channels and a library of VOD content at a time and place of users’ choosing through their pay TV subscription or other subscription package. There have been more than 20M global downloads of PlayPlex apps to date and over 390M streams.
