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Viacom is going direct-to-consumer, launching an MTV Play app in the U.K. It marks the first time Viacom, one of the big beasts of the pay-TV world, has taken one of its flagship brands straight to fans in this way outside of kids TV, where it has a Noggin app in the U.S. and Lat-Am.
The MTV Play SVOD service will be £3.99 ($5.21) a month after a 30-day free trial. It will offer a lineup of MTV unscripted shows including “Geordie Shore,” “Teen Mom U.K,” and “Lindsay Lohan’s Beach Club.” There will also be a feed of the linear MTV channel and access to older MTV shows including “The Hills” and “Jersey Shore.”
MTV - Play - SVOD - Market - UK
MTV Play joins an increasingly competitive SVOD market in the U.K. NBCUniversal also has a reality show-based app called Hayu, which started out in the U.K. and is being rolled out internationally.
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