MTV Debuts ‘Generation Cryo’ on Mobile App Ahead of TV Premiere

/ Nov 18, 2013


MTV will continue its practice of debuting new programming on its digital platforms ahead of their TV premieres with the first episode of “Generation Cryo,” a new documentary series that follows a 17-year-old girl on her quest to find all of her half-siblings who were fathered by the same anonymous donor.

The first episode of the documentary series will be made available tonight, beginning at 12am ET, on the MTV apps for iOS devices and the Xbox 360. The series is scheduled to premiere a week from now, on Monday, November 25 at 10pm ET, on MTV.

The reasoning behind releasing the first episode online ahead of its on-air premiere is an obvious one — marketing to MTV’s audience, which just so happens to be young and digitally connected. “We’ve been actively experimenting with introducing new shows on the app to help build awareness and buzz leading to the premiere on television,” said Robyn DeMarco, EVP of programming and content strategy at MTV, in a statement. “Our audiences are living on these devices and these platforms provide new opportunities to super-serve exclusive content to our fans while simultaneously creating new ways to integrate our ad partners.”

MTV did a somewhat similar thing very recently with “Wait ‘Til Next Year,” a documentary series about a high school football team that’s lost more than 40 games in a row. Though in that case, MTV made every episode of the first season available on its apps, in an effort to get people to binge and then talk about the show. Per MTV, that decision led to a 47% week-over-week increase in downloads of the MTV apps and the “biggest streaming week to date” per person on the app. In addition, the show’s TV premiere saw an 8% uptick in the 12-17 age demo.

It’s becoming a common practice across the cable ecosystem to debut new programming online to build buzz for their on-air premieres. HBO and Showtime are known to do this with the first episode of their new and returning shows, and MTV’s sister site VH1, has also practiced with this release strategy.

“Generation Cryo” is produced by Off the Fence for MTV. OTF’s Michael Lang, Ellen Windemuth, and Rob Schwarze serve as executive producers. Marshall Eisen, Nomi Ernst Leidner, Betsy Forhan, and Dave Sirulnick serve as executive producers for MTV.

As usual, anyone who wants to watch the episode on the MTV app will first need to prove that they subscribe to MTV on cable.

Tags: , , , , , , ,


Lesbian Vampires & Kotex: How ‘Carmilla’ Became...


MTV Labs Taps Rapper A$AP Rocky as Creative Director


FCC Cancels Vote on ‘Unlock the Box’ OTT Proposal


Collab Signs Horror Channel BlackBoxTV to Network, Partners on...

Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
PewDiePie 3-2-15

PewDiePie Expands Revelmode Gaming Slate with DoubleMoose Deal


Storyful Launches Viral Video Marketplace


Pioneering Hip Hop Exec Lyor Cohen Joins YouTube as Global Head...


Legendary Digital Reveals Alpha Subscription Service Launch...


Time Inc. Teams with Digital Comedy Producers Jash for Branded Content

Amazon Logo

Amazon Greenlights Three Comedy Pilots as Series


How the Cartoon Network Combined the Best of VOD and Linear TV...


Jukin Media Goes Viral for Brands with Ethos Division Launch

Streamy Awards

Streamy Awards Trade In VH1 for YouTube, Again


Matching Ads to Videos Not So Simple, According to Zefr’s...


Plug Pulled on Canadian SVOD Service Shomi


What’s Trending on the Twitter Sale

Machinima Logo

Machinima Teams with SiriusXM for Daily Esports Radio Show


AwesomenessTV, Vice, Complex to Power New HearstLive...


VIDEO: ‘Dirty 30’ Confessions with Stars Hart,...


Facebook Says It’s Sorry It Vastly Overestimated Video...


Pilgrim Media Group CEO Craig Piligian (‘The...


Heroes or Rats?: YouTube Unveils New Program for Creators Who...

Vessel says it's doing well in its first month

Why Verizon is Pursuing Vessel, the...


How Canvs Media is Harvesting Emotional Insights on YouTube,...


Marlon Wayans Getting ‘Naked’ for Netflix with Regina Hall


HuffPost RYOT Launching Virtual Reality Comedy Series and News...


YouTube Launches #voteIRL Campaign Targeting Digital-First Generation


How Top YouTubers (incl. Tyler Oakley & Meghan Rienks)...


Charlie Sheen to Star in Crackle Feature ‘Mad Families’


Gunpowder & Sky Buys Distributor FilmBuff As Vision for...


Toy Freaks Top Viewed YouTube Channel in August According to...


Emmy Wrap-Up 2016: Jeffrey Tambor (‘Transparent’)...


Twitter Scores 2.1 Million Viewers for Thursday Night Footall Kickoff


Vloggers Not Unique Snowflakes: 90 Million Flag YouTube Videos...

Mode Media

‘Billion Dollar Startup’ Mode Media Shuts Down


Who Is Winning The Marketing Revolution And Why?


Netflix Orders ‘She’s Gotta Have It’ Series...


What Is ‘Swedish Dicks’ and Who Is Selling It?


How GMC is Using the AOL Series ‘Seamlessly She’...


Liberty Global to Put Netflix on Set-Top Boxes in 30 Countries