Viacom International Media Networks Asia has launched its mobile service, “MTV Trax”, via its collaboration with MusicQubed and Digi Telecommunications in Malaysia.
This is MTV Trax’s third market launch globally and its debut 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 music tracks refreshed on users’ smartphones daily.
Available to smartphone users in Malaysia, music playlists on MTV Trax reflect many of MTV’s music program 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, VP of MTV & Digital Media at Viacom International Media Networks Asia.
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.
For 80% of 16 to 25-year-olds, listening to music is a digital experience on mobile devices. This service will not only allow carriers to deliver a service that is in demand among millennials and raise ARPU, but also to add value by providing access to MTV branded and curated content.