MTV Play App Rolls Out in the Netherlands, Belgium

Viacom International Media Networks’ (VIMN) youth brand MTV has launched MTV Play in the Netherlands and Belgium, marking the first rollout of the company’s Play Plex suite of mobile VOD apps in Europe.

MTV Play is part of Viacom’s Play Plex suite of apps for its core brands, giving audiences on-the-go access to a VOD content library and market-by-market brand exclusives. This marks the first Play Plex launch for the MTV brand in Europe. In the Benelux region, MTV exclusively debuted a full episode of the second season of Ex on the Beach: Double Dutch on MTV Play yesterday, six days ahead of its linear premiere. The episode features cast members from the previous season offering tips and warnings to the newcomers. The app users can also catch up on the entire first season of the Dutch show and access a range of additional MTV content, including international shows. MTV Play is currently available for free on iOS and Android in the Benelux region. Ex on the Beach: Double Dutch will air on MTV beginning May 14, with new episodes debuting weekly.

“We have had great success with our Play Plex apps around the cluster,” said Raffaele Annecchino, the president and managing director of VIMN Southern and Western Europe, Africa and the Middle East. “Our Nickelodeon Play app is already active and embraced by fans around the world, including in the Middle East through our partnership with OSN, and in Portugal thanks to NOS. I look forward to continuing to work with more distributors to demonstrate the value of the Play Plex apps platform and expand our multiplatform offering, especially for this generation of digitally native audiences.”

Maurice Hols, the senior VP and general manager of Viacom Benelux, commented, “The launch of MTV Play fits in with Viacom Benelux’s strategy to bring our brands and shows to our fans wherever they are present. Television is still our most important platform, but it’s no longer the only way fans come into contact with our content. At MTV, we see that catch-up through the website and in collaboration with providers is very popular, so it’s a great opportunity to launch MTV Play now.”