The app offers MTV content on-demand with a social twist: it lets users co-view the content and chat with friends in the app at the same time.
Users can also share their favorite shows on Facebook and pair their mobile device with a web browser on a computer, which turns the device into a remote control or a second screen.
The app is designed with Generation Y in mind, said Ben Jones, European Director of Technology at AKQA, who co-developed the app with Viacom's Northern Europe unit. Chat is real-time, and you can pause it and continue viewing wherever you want - ideal for the notoriously distracted Millennials.
As far as content goes, some of the initially available shows are MTV franchises Teen Mom, I Used to Be Fat and Jersey Shore. News, previews, celebrity gossip and a "What's Hot" section are also available.
While the app itself is free, the majority of content requires a subscription. MTV offers three levels of access - "Tiny Thumb" is the free level, which offers news and a limited selection of actual shows. "Super Thumb" unlocks more shows for a monthly fee of 2.99 euros (or 29.99 euros per year), and "Ultra Thumb" gives users who have a MTV Mobile handset contract free access to all shows.
MTV Under The Thumb is available for Android in Germany, Holland, Belgium and Switzerland, with other markets to follow. US folks needn't wait, though, as that market is not on the short-term menu.
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