Viacom International Media Networks (VIMN) Asia – a division of Viacom Inc has launched its mobile service, MTV Trax, via its collaboration with MusicQubed and Digi Telecommunications in Malaysia.
This is the third market launch globally and its first introduction in Southeast Asia. Powered by the MusicQubed platform, the MTV Trax app offers a ‘play-as-you-go’ digital music experience curated by MTV, featuring 100 of the hottest music tracks refreshed on users’ smartphones daily. Available to smartphone users in Malaysia, music playlists on MTV Trax reflect many of MTV’s music programme playlists on the channel.
In Malaysia, MTV demonstrated strong year-on-year ratings of about 33%.
“MTV is one of the hottest entertainment brands in the minds of 16 to 24-year-old mobile users, with the majority of online engagement with the MTV brand now coming through mobile devices,” said Paras Sharma, vice president of MTV & digital media, Viacom International Media Networks Asia.
“MTV Trax is a new concept in premium digital music services – a ‘play-as-you-go’ offering for casual music fans who want music on their mobile easily and flexibly. It’s easy for the end user, because MTV’s experts curate all the music coupled with MusicQubed’s easy-to-use technology, and it’s easy for mobile network operators like Digi, allowing them to offer a premium branded entertainment product to their customers with flexible and affordable pricing.”
Users can download the MTV Trax app free-of-charge via Digi Shelf, Google Play Store, Apple or Windows App Stores and sign up via Facebook or Gmail. Users get to enjoy a two-week free trial, where they will have full access to the playlists.
This service will not only allow carriers to deliver a service which is in-demand amongst millennials and raise average revenue per user (ARPU), but also to add value by providing access to MTV branded and curated content.
The new digital music app is designed to transform operator services aimed at the burgeoning millennial market; the biggest consumers of OTT content and services via mobile.
Chris Gorman, chief executive, MusicQubed commented: “We couldn’t be more excited that our application is again being used to bring together such iconic platforms as MTV and Digi Music Freedom. MusicQubed was built on the dream of delivering songs to music lovers with true curation and convenience. Opportunities to innovate alongside some of the world’s best innovators are what we live for.”
“The collaboration with MTV Trax reflects the focus of Digi to give our customers an offering that is fun, innovative and genuinely adds value to our customers’ digital lifestyles,” said Praveen Rajan, Head of Postpaid and Digital Services, Digi.