Free MTV? Yes, please.
On Dec. 23, Viacom International Media Networks (VIMN), will launch exactly that in Germany: a free-to-air version of MTV on cable, satellite and on-demand, as well as the MTV Play App for Android and iOS.
The new offering complements already-free versions of Comedy Central, Nickelodeon, and Viacom-operated German music channel Viva in that nation.
“MTV is a global leader when it comes to producing music and entertainment content that appeals to youth culture,” said Raffaele Annecchino, president and managing director of VIMN for Southern and Western Europe, the Middle East and Africa, in the Hollywood Reporter.
Annecchino says the network took advantage of an opportunity for growth in their German free-to-air market, giving fans unparalleled access to MTV’s deep content library, which includes the Jersey Shore franchise and tentpole events like the MTV EMAs.
— IMF 🇮🇪 (@irishmusicfeed) December 19, 2017
Germany is well acquainted with MTV, according to Viacom International’s general manager of Germany, Switzerland and Austria, Mark Specht.
“MTV stands for legendary music formats and international events such as the MTV EMA, MTV VMA or our successful MTV Unplugged series,” said Specht.
Watch the promo video:
— MTV.de (@MTV_Germany) December 15, 2017
The shift in MTV to free-to-air status in Germany follows Viacom’s acquisition of Argentina’s Telefe, one of the nation’s main free-to-air channels, last year, underscoring what CEO Bob Bakish calls Viacom’s “unrivalled track record” of creating hybrids of free and paid TV.
Viacom has steadily expanded its European presence by shifting select offerings from cable in markets where it makes sense to do so. In September, Viacom expanded in Italy by doubling its free-to-air channel offerings on the Paramount Channel and VH1, and launched a local version of Spike TV.
MTV Germany will celebrate its return to free TV on Dec. 23 with a televised special, beginning with a three-episode run of music documentary series Dare to Live (starring Rory Kramer and featuring Shawn Mendes, Martin Garrix and the Chainsmokers), followed by a local music video highlights program called MTV Buzz, hosted by German star Uli Brase.