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The channel got a trial and initial launch in France, but additional territories are expected to roll it out in 2019.
The service is available for Vodafone TV customers in Spain. Vodafone is the main sponsor of the MTV Europe Music Awards, which takes place Nov. 4 in Bilbao.
Users will be able to create their own exclusive MTV channels using the brand’s library of music videos, as well as from exclusive bonus content and performances from events, including the MTV EMAs and Unplugged.
“At Viacom, we are always committed to engaging our audience anytime and anywhere. MyMTV provides another touchpoint for our audience to experience music with MTV, allowing them to curate and consume their favorite content from an extensive library of music videos, iconic live events and exclusive moments,” Raffaele Annecchino, president Southern and Western Europe, Middle East and Africa for Viacom told The Hollywood Reporter. “We know the importance of being everywhere our audience is, so are proud to provide fans the possibility to control their own MTV music channel that they can access through different devices.”
MyMTV follows the success of interactive kids channel My Nick Jr., which is now available in six markets and 5 million households. The MyMTV Music channel was first launched as a successful pilot in France in 2015, reaching 6 million households with 1.8 million unique channels created. The pilot won “Best TV Concept” at the 2017 Strategies Media Changers Awards and “Best Recommended Service” at the 2016 Social Media Awards in France.
The personalization of MyMTV is driven by mood and context over genre, based on MTV research that found nearly 80 percent of 13- to 32-year-olds said their music tastes can’t be boxed into one specific genre. Users can create multiple channels based on moods, including “chill,” “energetic,” “sexy,” “aggressive,” “happy” and “party,” as well as by genre and date tags.
“Music remains at the core of MTV’s global vision,” said Bruce Gillmer, global head of music and talent for Viacom and co-brand head for MTV International. “We’re continuously looking for new, innovative ways to connect fans with the music and artists they love. MyMTV does just that by putting the power of linear TV into our audience’s hands, giving them the power to control their own MTV music channel.”
MyMTV Music is part of a new push to bring fans inside the brand more. In 2015, MTV International rebranded, evolving from “I want my MTV” to “I am my MTV.” Other personalized experiences include #MTVBump, allowing fans to post social media videos that air on TV in less than two hours; MTV Canvas, giving fans the ability to make their own MTV visual art; and the MTV Cover of the Month competition, which lets fans cover specific songs each month, which are highlighted throughout their global digital channels.
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