×
You will be redirected back to your article in seconds

Viacom Takes MTV Direct to Consumers With MTV Play App in the U.K.

Viacom is going direct-to-consumer, launching an MTV Play app in the U.K. It marks the first time that Viacom, one of the big beasts of the pay-TV world, has taken one of its flagship brands straight to fans in this way outside of kids’ TV, where it has a Noggin app in the U.S. and Latin America.

The MTV Play SVOD service is priced at £3.99 ($5.21) a month after a 30-day free trial. It will offer a lineup of MTV unscripted shows including “Geordie Shore,” “Teen Mom U.K.,” and “Lindsay Lohan’s Beach Club.” There will also be a feed of the linear MTV channel and access to older MTV shows, including “The Hills” and “Jersey Shore.”

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.

“Our major distribution partners such as Sky, Virgin Media and BT do an excellent job of bringing MTV to younger audiences across the U.K., but we know there is a segment of younger potential MTV fans who sit beyond the basic pay-TV bundles,” said Arran Tindall, SVP of commercial and content distribution at Viacom International Media Networks. “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.”

Viacom already has several mobile-focused products, such as its Play Plex apps, that pay-TV platforms carrying its channels can offer their subscribers. MTV Play is available via the App Store or Google Play, and Viacom said it intends to find partners that will carry the app in the future.

Dan Fahy, VP of commercial and content distribution at VIMN, said: “We’re speaking with telco providers and other platforms about how they can make MTV Play available to their subscribers, which will form an important part of our distribution strategy alongside D2C.”

More Music

  • Danny Bennett, Tony Bennett, Sir Lucian

    Verve President Danny Bennett Steps Down as UMG Restructures Jazz and Classical Divisions

    Verve Label Group president/CEO Danny Bennett has stepped down, Universal Music Group announced Thursday. Oversight of Verve will be taken over by Dickon Stainer, president/CEO of Universal Classics and Jazz, who will add the labels to a stable that already includes heading up Deutsche Grammophon and the Decca Label Group. The restructuring was cited by the [...]

  • Exclusive All RoundMandatory Credit: Photo by

    Lennon Stella's Post-'Nashville' Pop Video Shows 'Bitch'-iness Cuts Across Genders

    What happens when a Canadian country girl goes pop? America is finding out this year via Lennon Stella, the 19-year-old former co-star of TV’s “Nashville,” who signed to Barry Weiss’ Records imprint (which has a deal via Columbia Records) in the winter of 2018, and who this month released a stellar new song, “Bitch (Takes [...]

  • Members of the public mourn at

    Guy Oseary’s New Zealand Fundraiser Nears $150,000, Continues Raising Money

    In the wake of the horrific shootings at New Zealand mosques last week that killed some 49 people, Maverick chief Guy Oseary launched a GoFundMe campaign to “support those affected by this tragedy at this very difficult time,” and began it with an $18,000 donation. Boosted by donations from many celebrities — including Amy Schumer, [...]

  • Justin Carter Dead: Country Singer Dies

    Country Singer Justin Carter Dies After Accidental Shooting on Music Video Set

    Texas country music upstart Justin Carter has died from a gunshot wound, in an accident that took place while a gun was being as a prop for a music video being filmed in his apartment, according to reports out of Houston. Carter, 35, died Saturday, the same week he had signed a management deal and [...]

  • Karen O

    Karen O & Danger Mouse Talk ‘Lux Prima,’ Perform at New York Times Event

    “We’re gonna do one more song…” Karen O said at her and Danger Mouse’s performance and chat in New York Wednesday night, “… and then comes the hard part, which is talking about music.” She was probably inadvertently paraphrasing the age-old adage that attempting to write about music is like “dancing about architecture,” but the [...]

  • Roger Daltrey, Pete Townshend Roger Daltrey,

    Why Aren't the Who Playing Woodstock 50?

    Whither the Who? That’s a big question for anyone perusing the Woodstock 50 lineup and noticing that the biggest act from the original 1969 lineup that is still around and active is not on the bill. The timing might have even seemed fortuitous, since the band recently announced plans for a 29-city American tour this [...]

  • KCRW

    KCRW Moves Into New Headquarters as Star DJ Jason Bentley Mulls His Future

    Influential public radio station KCRW has finally left the basement and entered its new home: a sparkling, 34,000-square-foot, three-story $21.7 million glass structure on the campus of Santa Monica College. Part of a $115 million development of its Center for Media and Design, it’s a glittering, shiny and massive step up from its previous studio [...]

More From Our Brands

Access exclusive content