MTV Releases New Series on Mobile App in Advance of TV Premiere

/ Oct 25, 2013

wait-till-next-year-mtv

MTV has released an entire season of upcoming show “Wait ‘Til Next Year” exclusively through an app one week before the show’s cable debut.

Starting today, MTV is streaming all 12 episodes of the high school football series on its mobile app, which can be downloaded for iOS devices and Xbox 360 consoles. The all-in-one mobile release is aimed at increasing usage of the MTV app, especially as “Wait ‘Til Next Year” is only available to 10 cable, satellite, and telco providers across the US.

The series follows the players, cheerleaders, and families of a down-and-out high school football squad that has lost 43 games in a row. Ouch.

MTV seems to be following its sister network VH1 (both are owned by Viacom), which recently released “CrazySexyCool: The TLC Story” via the VH1 mobile app one week before its TV debut.

According to MTV, the network believes that those who watch the full season will go on to promote the series via social media and other platforms.

The strategy has worked in the past for MTV. Recently, the network rolled out the “flock to unlock” campaign, which asked fans to tweet requests for “extras” from the “Miley: The Movement” documentary film, which appeared on the app.

The campaign was a smash success, and MTV saw an 82% bump in week-to-week app downloads.

The strategy is also not entirely uncommon outside of MTV — in the past year HBO and Showtime have been known to release the pilot or season premiere of an original series on YouTube prior to the episode’s release dates. But in those cases, viewers only had access to that first episode, the idea being that it could help generate enough excitement for people to subscribe to those premium cable channels — and for those who already do, to watch those shows.

“Wait ‘Til Next Year” lands on TV November 1, 2013. If you can’t wait to see it though, well, you know where to go.

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