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Revolutionary music broadcaster MTV is launching two new apps it hopes will help raise its relevance among the mobile first generation,

According to recent research by MTV’s parent company Viacom, more than two-fifths (41%) of 16 to 24-year-olds regularly watch TV shows on smartphone, while mobile handsets are the preferred music listening device for 16 to 24-year-olds, while one in ten (11%) under-35s pay to stream music online.

Responding to this dominant consumption trend, MTV is to give mobile network operators on-demand access to its content library and music expertise through the launch of international over-the-top (OTT) apps, MTV Play and MTV Trax.

The MTV Play app enables consumers to ‘flick’ content from their smartphone to other connected devices, while MTV Trax is a mobile digital music service tailored for consumers put off by the higher price tariffs and complexity of ‘all you can eat’ streaming services. The app offers consumers a music experience curated by MTV, featuring 100 of the hottest music tracks downloaded to their smartphone and updated daily.

“MTV is one of the hottest entertainment brands in the minds of 16 to 24-year-old mobile users, with the majority of online engagement with the MTV brand now coming through mobile devices,” comments 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.”

Nic Jones, Executive Vice President, International, at ground-breaking music video OTT Vevo will be delivering an exclusive keynote at this year’s TV Connect (28 – 30 April 2015 ExCel, London). Click here to read the full, exclusive IP&TV News interview.

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