MTV has unveiled two new apps and said it is targeting mobile operators for exclusive brand licensing deals.

The company is launching its MTV Play and MTV Trax apps next month.

MTV Play, which enables consumers to ‘flick’ content from their smartphone to other connected screens, is launching with Telefónica in Germany, Sunrise in Switzerland and Telekom Romania in Romania.

Subscribers will get access to a library of more than 1,500 hours of MTV content, as well as a preview episode of new series in advance of their TV transmission.

Digital music service MTV Trax downloads 100 songs to a subscribers’ smartphone and is updated daily.

MTV said it had been tailored for pre-pay customers and casual music fans “who may be put off by the higher price tariffs and complexity of ‘all you can eat’ streaming services”.

It is being launched as a direct-to-consumer subscription service in the UK on next month, available through the App Store, Google Play or Windows Phone Store.

MTV said the two apps could “transform operator services aimed at the burgeoning millennial market”.

It cited research from its parent company, Viacom International Media Networks (VIMN), which found that 41 percent of 16 to 24-year-olds regularly watch TV shows on smartphones.

Further, the research found that mobile handsets are the preferred music listening device for 16 to 24-year-olds, while 11 percent of under-35s pay to stream music online.

Bob Bakish, President and CEO of VIMN, commented: “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.”​

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