Apps for Trax from MTV
MTV is giving mobile operators on-demand access to its TV and music content with the launch of its international over-the-top apps MTV Play and MTV Trax. The new video and digital music apps will form part of exclusive brand licensing agreements, with the aim of supporting services for the ‘millennial market’.
More than two-fifths of 16-to-24 year-olds regularly watch TV shows on smartphones, according to recent research from Viacom International Media Networks, while mobile devices are the preferred music listening device, and one in 10 under-35s pays to stream music online.
MTV Play will launch in March in Germany, Switzerland and Romania, offering a library of more than 1,500 hours of MTV’s most popular TV content. Subscribers to MTV Mobile branded tariffs will get free access, while remaining consumers will be able to get the same content for €2.99 per month, or €29.99 a year.
The MTV Trax app is launching as a direct-to-consumer subscription service in the UK, available through the App Store, Google Play or Windows Phone Store, and in New Zealand, in partnership with a leading mobile op. The app provides MTV-curated music featuring 100 of the tracks downloaded to smartphones and updated daily.
“MTV Trax is a new concept in premium digital music services - ‘play-as-you-go’ offering for casual music fans who want music on their mobile, but in an easy, flexible and low-risk way,” says Bob Bakish, VIMN CEO. “It’s easy for the end user, because MTV’s experts curate all the music, and it’s easy for mobile network operators, allowing them to offer a premium branded entertainment product to their pre-pay customers.”