MTV Creates Two Mobile Music Apps for International Markets
MTV will soon launch two mobile apps—MTV Play and MTV Trax—in international markets in an effort to help mobile operators differentiate their offerings and build loyalty with young adults.
MTV Play lets viewers tap into over 1,500 hours of MTV programming—including preview episodes of new series such as season 4 of Catfish. Created with mobile developer Vigour, the app lets viewers flick programming to other networked screens, including a tablet or a connected TV.
The MTV Play app will debut with mobile operators in Germany, Switzerland, and Romania on March 5th. Subscribers who pay an MTV Mobile tariff as part of their mobile phone package will get access to the app. Anyone else can get access to the same content for €2.99 per month or €29.99 per year.
The second app, MTV Trax, is an audio-only music service targeted at pre-pay customers and those who want to avoid the higher costs of most unlimited music services. For a monthly fee of £4.99 users get 100 curated popular music tracks downloaded to their phones and updated each day. Tracks play even when the phone is offline.
MTV Trax is powered by MusicQubed. It will debut as a direct-to-consumer offering in the United Kingdom on March 3rd, available in the Apple App Store, Google Play, and Windows Phone Store. MTV didn't say what the pricing will be. MTV add that the app will soon launch in New Zealand in partnership with a mobile operator, but didn't give a date.
Viacom International Media Networks will display both apps at Mobile World Congress next week.
The MTV Europe Music Awards (EMA) are MTV's annual award celebration for the European region, and are held at a different major European city every year. MTV has been live-streaming the event on the web since 1996, and with its viewership turning more and more towards online media, the significance of the EMA web show grows steadily from year to year.