MTV Play will initially only be available in the UK and marks a global first in providing MTV long-form content through a standalone app.
VIMN is targeting younger, so-called mobile-first audiences, at a monthly subscription price of £3.99. It is also intended to distribute the app in partnership with telcos in the future.
Arran Tindall, SVP, Commercial and Content Distribution, VIMN commented “Our major distribution partners such as Sky, Virgin Media and BT do an excellent job of bringing MTV to younger audiences across the UK, but we know there is a segment of younger potential MTV fans who sit beyond the basic pay TV bundles. 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.”
MTV Play will feature hundreds of hours of catch-up and boxset content, including the latest episodes of smash-hit series such as Geordie Shore, Teen Mom UK, Lindsay Lohan’s Beach Club and The Charlotte Show, as well as back catalogue favourites including 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.
With MTV’s reliance of reality style shows, the app will be in direct competition with NBC Universal’s Hayu.
MTV is currently enjoying its highest share of 16-34 viewing in Cabsat homes since 2005.