MTV is using its mobile platform and app to socialise the TV experience, Michel Dupont, senior vice-president, MBL, MTV North and International told delegates at the Social TV World Summit event in London this morning.
MTV’s recently-launched Under the Thumb app gives access to premium MTV content on-demand and enables users to co-view the shows and chat with friends at the same time. The app can be paired with any web browser on a computer, enabling users to use their mobile phone as a remote control. They can also link with Facebook to share favourite shows and encourage others to watch them.
Dupont said the app enabled MTV’s customers to take control of the content. “We are talking to millenials and they like to be served with tools but they will decide what to do with the tools. Under The Thumb is completely inline with that. It offers our customers the chance to control content,” he said.
The app launched in February and has been downloaded almost 100,000 times. Users have watched an average of two shows each, with half of viewings made on a paired device, Dupont said.
MTV will add a service offering music videos on the app from August following feedback from its customers. “We are learning and fine tuning it,” said Dupont.
Dupont also hailed MTV’s role as an MVNO mobile operator in Poland, Germany, France, Holland, Belgium and Switzerland. He said the MVNO deals were beneficial for MTV and its operator partners.
“We are not a mobile operator, we are a content provider. But of course you want to extend first of all the business model because it’s a new source of revenue. They can plug into the MTV brand that is very credible with youth audiences. Today, technology companies including mobile operators are more and more looking for content. It’s all coming together and flowing very naturally now,” Dupont said, adding that the company was looking to extend its footprint into other countries.