MTV Mobilizes TV Everywhere For The Web

Following the launch of its TV Everywhere app for iOS and Android last year, MTV has introduced an authenticated service for mobile Web browsers.

Matching up with its in-app content menu, the mobile Web offering, launched Wednesday, provides on-demand access to shows and series such as Teen Wolf, Real World: Ex-Plosion and  Girl Code. MTV said it will also add in other interactive features to its re-launched show pages for the mobile web.

MTV said it will offering similar access to sister brands VH1, CMT and Logo TV in the coming months.

“We’re actively listening to our audience and optimizing our product and design approach to complement how they lead their lives,” Kristin Frank, EVP of connected content for Viacom Music and Logo Group, said in a statement. “With today’s launch, we’re providing our fans with yet another entry point to enjoy their favorite MTV shows and characters.”

MTV’s current roster of pay-TV providers with TV Everywhere rights includes AT&T U-verse, Atlantic Broadband, Bright House Networks, Comcast, DirecTV, Cablevision Systems, RCN, Serivce Electric Cablevision, Suddenlink Communications, Time Warner Cable, Verizon FiOS TV and WideOpenWest.

Last October, MTV released the entire season of Wait Til Next Year before its regular TV debut. The decision attributed to a 47% boost in downloads, the network said.  MTV said its “three-in-one” video viewing app (full-length TV episodes, short-form fare, and the Connect co-viewing/social networking component) has been downloaded more than 2 million times since its launch last June.