MTV Offers More Shows Through iTunes
Despite having a digital-music service that competes directly with iTunes, MTV Networks has decided to offer several more of its TV shows through Apple’s music store. The MTV programming includes shows from Spike TV, Nick at Nite, TV Land, and The N.
Spicing up the menu of choices available on iTunes are programs that include MTV’s “Viva La Bam,” TV Land’s “Sit Down Comedy with David Steinberg,” The N’s “Beyond the Break,” Nick at Nite’s “Fatherhood,” and Spike TV’s new sci-fi action show “Blade: The Series.”
Like the other television content avaiable through iTunes, the new MTV offerings will be available for the customary per-episode price of $1.99.
Show Tunes
Apple has called iTunes the “world’s most popular online video store,” and with good reason. More than 150 TV shows are available for purchase on iTunes, and, to date, the site has sold more than 35 million videos.
To say that offerings from MTV Networks (MTVN) available on iTunes have been successful would be an understatement.
For example, since “South Park” was first offered on iTunes in January, more than one million episodes featuring the foul-mouthed four have been sold. “South Park” airs on Comedy Central, an MTV Networks property.
Urge To Compete
Despite the success of MTV Networks’ content on iTunes, the company recently partnered with Microsoft to launch Urge, its own music and video download service. Urge pairs MTV’s catalog of some two million tracks with the latest version of Microsoft’s Media Player.
Urge offers some limited video content from MTV, Country Music Television, and VH-1. However, unlike songs that can be purchased without a subscription for 99 cents, videos are only available on Urge with a monthly subscription.
MTVN’s decision to offer video on iTunes might seem like sleeping with the enemy to some, but analysts say the company is simply taking advantage of an opportunity to increase revenues.
Like any other media conglomerate, explained Nitin Gupta, a Yankee Group analyst, Viacom must leverage multiple distribution channels to maximize returns on its media assets.
Gupta said that, despite the increased synergy between MTV and iTunes, MTV will likely make exclusive content available on Urge. “However, if [MTV Networks] does not also offer some content to iPod and iTunes users, they would be leaving money on the table,” he added.
