MTV & EE's updates bring cross-platform viewing up to speed

by: Lucinda Southern on 25 February 2015

MTV and EE have both launched updates that allow for synchronising content across devices, catching up with consumer habits

With people watching more content on mobile, broadcasters are starting to take note and release more catered services in the hope of getting front of more millennials.

Viacom owned MTV has launched MTV Play, a digital service catering to this market. Research carried out by the brand finds that (41%) of 16 to 24-year-olds regularly watch TV shows on smartphone. It is partnering with mobile operators across Europe, with signed agreements in place in Germany, Switzerland and Romania, allowing for the streaming across devices.

MTV Play gives mobile users with the app access to 1,500 hours of video content on any device. It is using platform developer Vigour which lets users of the app flick the content from their smartphone to other devices like smartphones or smart TVs.

Bob Bakish, president and CEO of Viacom International Media Networks, comments on the interoperability of this ecosystem. "In partnership with Vigour, we’ve created an ‘industry-first’ multiscreen experience that makes our content available on any device, either through apps on all major platforms or simply through the browser. MTV Play also allows viewers to connect multiple screens to each other, making it incredibly easy to discover, control or share our content at home or on the go."

Meanwhile, EE has also launched its biggest TV campaign showing off its service. The EE TV box enables customers to access the best of live and recorded Freeview, On Demand and Catch up across up to four devices simultaneously.

Similarly, as shown in the TV spot developed by Saatchi & Saatchi, featuring Kevin Bacon and Gogglebox regulars Christopher Steed and Stephen Webb, the service let's audiences flick content from devices to TVs and tablets.