MTV Int&#zero39;l Launches Customizable Music Channel in Spain, Nordics


Users can program MyMTV Music based mostly on their preferences and temper.

Viacom's MTV International on Monday (Oct. 29) launched a customizable 24-hour linear music video channel, MyMTV Music, in Spain. The community will even launch within the Nordics later this 12 months. The channel obtained a trial and preliminary launch in France, however extra territories are anticipated to roll it out in 2019.

The service is on the market for Vodafone TV prospects in Spain. Vodafone is the primary sponsor of the MTV Europe Music Awards, which takes place Nov. four in Bilbao. Users will be capable of create their very own unique MTV channels utilizing the model’s library of music movies, in addition to from unique bonus content material and performances from occasions, together with the MTV EMAs and Unplugged.

“At Viacom, we are all the time dedicated to partaking our viewers anytime and anyplace. MyMTV offers one other touchpoint for our viewers to expertise music with MTV, permitting them to curate and eat their favourite content material from an intensive library of music movies, iconic dwell occasions and unique moments,” Raffaele Annecchino, president Southern and Western Europe, Middle East and Africa for Viacom instructed The Hollywood Reporter. "We know the significance of being in all places our viewers is, so are proud to supply followers the likelihood to manage their very own MTV music channel that they’ll entry by means of completely different gadgets."

MyMTV follows the success of interactive children channel My Nick Jr., which is now obtainable in six markets and 5 million households. The MyMTV Music channel was first launched as a profitable pilot in France in 2015, reaching 6 million households with 1.eight million distinctive channels created. The pilot received “Best TV Concept” on the 2017 Strategies Media Changers Awards and “Best Recommended Service” on the 2016 Social Media Awards in France.

The personalization of MyMTV is pushed by temper and context over style, based mostly on MTV analysis that discovered almost 80 p.c of 13- to 32-year-olds mentioned their music tastes can’t be boxed into one particular style. Users can create a number of channels based mostly on moods, together with “chill,” “energetic,” “horny,” “aggressive,” “comfortable” and “social gathering,” in addition to by style and date tags.  

“Music stays on the core of MTV’s world imaginative and prescient,” mentioned Bruce Gillmer, world head of music and expertise for Viacom and co-brand head for MTV International. “We’re repeatedly in search of new, modern methods to attach followers with the music and artists they love. MyMTV does simply that by placing the ability of linear TV into our viewers’s palms, giving them the ability to manage their very own MTV music channel.”

MyMTV Music is a part of a brand new push to convey followers contained in the model extra. In 2015, MTV International rebranded, evolving from “I would like my MTV” to “I’m my MTV.” Other customized experiences embrace #MTVBump, permitting followers to submit social media movies that air on TV in lower than two hours; MTV Canvas, giving followers the flexibility to make their very own MTV visible artwork; and the MTV Cover of the Month competitors, which lets followers cowl particular songs every month, that are  highlighted all through their world digital channels.

This article initially appeared on The Hollywood Reporter.