MTV will pre-release the first episode of its docu-series Generation Cryo on the MTV app tonight — a week before its on-air unveiling. The first episode of the series, following 17-year-old Breeanna, who discovers she has 15 half brothers and sisters during her search for her biological father, will be available on the app 12 AM ET; it premieres on the cable network Monday, November 25 at 10 PM ET/PT.
This marks the latest in a line of recent experiments by Viacom Music and Logo Group, providing access to exclusive content within its brand apps. Recently, MTV became the first network to pre-release an entire season of a series, Wait ‘Til Next Year, in its app prior to premiere on television. Viacom noted that, during the pre-release, the show helped drive the app’s biggest streaming week to date per person, and increased downloads 47% week-over-week. Additionally, the series’ television premiere drew an 8% uptick in the teen demo.
When fans tweeted #UnlockMiley to access two new clips for the Miley: The Movement, MTV app installs increased more than 80% week over week.
Following the television premiere of CrazySexyCool: The TLC Story, VH1 placed the film exclusively in the VH1 app for a week and generated 1.4 million streams of the film and other TLC content.
Robyn DeMarco, Executive Vice President of Programming and Content Strategy for MTV, explained the strategy: “Our audiences are living on these devices and … Read More »
MTV today said it has become the first network to pre-release an entire season of a series exclusively on an app. 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. Wait ‘Til Next Year 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 a 5-year losing streak. it centers on 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. This marks the latest experiment by Viacom Music and Logo Group aimed at providing exclusive content within its brand apps. 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 docu exclusively through the app. 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. Read More »
The remaining members of 1990s R&B group TLC made a return to the MTV VMAs last night as part of the marketing blitz for their new VH1 biopic. CrazySexyCool: The TLC Story stars Keke Palmer as Chilli, Lil Mama as Left Eye, and Drew Sidora as T-Boz in the telefilm premiering October 21. Here’s the new promo teasing more of the behind-the-scenes drama as TLC strikes fame, fortune, and a match or two (looks like Lisa “Left Eye” Lopes’ infamous 1994 mansion-burning incident makes its way into the saga):
Related: VH1′s ‘CrazySexyCool: The TLC Story’: First Look Teaser