×

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

  • A-ha!

    'A-ha: The Movie' on 'Take on Me' Band to Receive Worldwide Release (EXCLUSIVE)

    A feature documentary on Norwegian “Take On Me” singers A-ha will receive a worldwide release this November. “A-ha: The Movie,” distributed internationally by Esther van Messel’s First Hand Films, will be broadcast in theaters around the world on Nov. 26, with Germany’s Salzgeber releasing the film locally and First Hand Films handling the release in [...]

  • Rihanna

    Rihanna Pleads for Equality at NAACP Image Awards: 'Tell Your Friends to Pull Up'

    Rihanna was the recipient of the NAACP President’s Award. The honor is bestowed on an entertainer whose commitment to philanthropy is unparalleled. Rihanna, whose chosen charities include the Clara Lionel Foundation, Raising Malawi and UNICEF and was honored as Harvard’s Humanitarian of the Year in 2017, was in attendance for the NAACP Image Awards show, [...]

  • Lizzo51st Annual NAACP Image Awards, Arrivals,

    NAACP Winners 2020: The Complete List

    Lizzo was named Entertainer of the Year at the 51st NAACP Image Awards on Saturday. The singer-rapper edged out Angela Bassett, Billy Porter, Regina King and Tyler Perry for the night’s top prize. Warner Bros.’ legal drama “Just Mercy,” meanwhile, nearly swept the top film awards, taking home best motion picture, ensemble, best actor (Michael [...]

  • Yung Gravy

    Rapper Yung Gravy Brings 'Minnesota Nice' to Twin Cities: Concert Review

    There has always been a place for humor in rap, with a lineage reaching back to the Beastie Boys’ debut album or 2 Live Crew’s raunchy records in the eighties. The caveat for “funny” rap being that if you go the humorous route, you need to have your bars land right, and to do so [...]

  • BTS

    BTS Opens Up About the Past, Creativity and Inspiration for 'Map of the Soul: 7' (Watch)

    With a reported four million copies in worldwide pre-orders and their stars shining brighter than ever thanks to chart-topping albums and playing the world’s biggest stages, BTS’ just-released “Map of the Soul: 7” was sure to be a success no matter what it sounded like. But instead of resting on starpower, the record-breaking group decided [...]

  • Naim McNair Named Def Jam Senior

    Naim McNair Named Def Jam Senior VP of A&R

    In what may be the first signal of the next era of Def Jam Recordings, Naim McNair has been named senior VP of A&R at the company. The move comes just hours after it was confirmed that Paul Rosenberg, chairman and CEO of the label since January of 2018, is leaving his post at the [...]

More From Our Brands

Access exclusive content