MTV Europe Mobile Moves Into Social TV With Digital Agency AKQA

“Viacom’s MTV is making one more move into trying to capture the youth market on the platform where it’s increasingly spending most of its time: the broadcaster, in partnership with digital agency AKQA, has launched “Under The Thumb,” a new social TV app.

MTV and Viacom are calling this a “world first” in that it will let users watch MTV content on mobile devices, share it on the go with others, and then watch those on-demand programs simultaneously with those friends. It builds on a pretty extensive business that MTV has already established in Europe, including its own mobile service.”