MTV launches social TV app

MTV has launched a new app that combines on-demand video content with social media.

The MTV Under The Thumb (UTT) 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.

Three levels of access are available via the app, each unlocking content from MTV brands including Jersey Shore, 16 & Pregnant and When I Was 17.

The app has been developed by MTV owner Viacom International Media Networs Northern Europe and creative agency AKQA. It is initially available on Apple and Android devices in Belgium, Germany, Holland and Switzerland.

Michel Dupont, senior vice-president, mobile brand licensing at VIMN said, “Today’s millennial generation is ‘always on’, works to its own schedule and watches TV in its own way. MTV fans are connected and driven by social media recommendations. MTV UTT is an extension of the 360 vision for our linear shows and increases our digital footprint enabling us to make our shows even more available to fans than before. It allows our fans to control MTV content on mobile and fixed devices, whilst providing an innovative co-viewing experience that enables them to simultaneously view and discuss on-demand content with their friends.”