At the Mobile World Congress in Barcelona, AKQA and Viacom launched “MTV Under the Thumb,” a social TV app and on-demand video service.
The project, which will go live in Europe on the iOS and Android platforms this month, lets users invite friends to watch shows at the same time, while live-chatting within the app.
There’s also a function that connects your cell phone to a web browser or TV to control playback.
The app is only available in certain European countries and is a step up from MTV’s WatchWith co-viewing app in the U.S., adding the remote control functionality and on-demand viewing features.
There’s a tiered subscription model, so users can download the app and access some features for free, with the majority of content behind a paywall, subject to a subscription fee or a MTV Mobile cellphone contract.