MTV Goes Mobile and OTT


MTVEver-evolving MTV wants millennials, and in order to find them, it has created two new channels that will go to where many of them are – the mobile and OTT video markets.

According to a report in Rapid TV News, the two new channels are MTV Play and MTV Trax.

According to MTV, 41% of the 16-24 demo it seeks can be found watching television programming on smartphones, and music streaming on the devices is also a popular pursuit.

MTV Play will offer VOD of popular MTV programs, while MTV Trax is for “casual music consumers” who don’t want too much choice – and MTV believes that type of customer is out there.

“MTV is one of the hottest entertainment brands in the minds of 16-24-year-old mobile users, with the majority of online engagement with the MTV brand now coming through mobile devices,” commented Bob Bakish, ?president and CEO of VIMN. “Today’s launch of the MTV Play and MTV Trax apps offers operators an enormous opportunity to differentiate themselves and reward consumer loyalty by offering greater value through premium branded content and services targeting young customers who aren’t currently subscribing to pay-TV.”