MTV Debuts 'Wait' On App, Prior To TV Launch

Looking to create some unusual marketing for a traditional TV premiere, MTV says it will release an entire season of a new docu-drama series on the network’s app before its TV start.

The 12-episode series “Wait 'Til Next Year” will be available a week before its premiere. MTV says it's the first time a network has released an entire series on its app before its traditional premiere. The series is sort of a “Bad News Bears” meets “Friday Night Lights," where a team -- the Lincoln Park Railsplitters -- has lost 43 consecutive games over the course of a five-year losing streak.

MTV said its MTV app saw an 82% increase week-over-week recently, with its “Miley: The Movement” documentary effort. Miley fans banded together to access two new clips from the doc exclusively through the app.

Before that, earlier in the week, MTV’s sister channel VH1 launched “CrazySexyCool: The TLC Story” available in the newly launched VH1 app for a week, following its televised premiere and encore.

Subscribers to MTV and VH1 apps must be customers of one of 10 TV channel distributors: AT&T U-verse, Bright House Networks, Cablevision, DirecTV, EPB Fiber Optics, Hawaiian Telcom, RCN, Suddenlink, Time Warner Cable and Verizon FiOS. Those companies cover 50 million homes.

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