MTV Rolls Out New Binge-Viewing Strategy for Its App -- and a New Show to Get the Ball Rolling Deadline
In a move MTV is touting as the first of its kind, the cable network announced today that it has pre-released a full season of a new series exclusively on an app, Deadline.com reports.
"Viewers can watch all 12 episodes of the new docu-drama 'Wait ‘Til Next Year' via the MTV app, available on iPhone, iPad and Xbox 360 for Xbox Live Gold members in the U.S., a week before its TV premiere Friday, November 1, at 8 PM ET/PT," the story reports.
The app extends efforts by Viacom Music and Logo Group to move into distributing exclusive content via brand apps, the piece notes.
"The MTV app saw an 82% increase in install week over week, when MTV launched a 'flock-to-unlock' initiative tied to its 'Miley: The Movement' documentary in which fans banded together to tweet #UnlockMiley to access two new clips from the doc exclusively through the app," Deadline reports. "Earlier this week, MTV’s cable cousin VH1 made its biopic 'CrazySexyCool: The TLC Story' exclusively available in the newly launched VH1 app for a week following its televised premiere and encore."
"Wait ‘Til Next Year" focuses on a struggling football team. The show "follows one season on and off the football field for the Lincoln Park Railsplitters, a team that’s lost 43 consecutive games over the course of 5-year losing streak," the piece reports, letting viewers "get to know the players, cheerleaders, parents and fans who are all on a collective mission to do the one thing no one expects them to do: win."
The series is executive produced by Craig D’Entrone, Amelia D’Entrone and Sean Travis.