MTV hopes to give its new series, “Generation Cryo,” some early buzz by releasing it a week earlier via its video app.
Set to premiere on the network on Monday, Nov. 25, “Generation Cryo” will be available Monday evening on the MTV app.
“We’ve been actively experimenting with introducing new shows on the app to help build awareness and buzz leading to the premiere on television,” MTV’s programming and content strategy executive vice president, Robyn DeMarco.
“Our audiences are living on these devices and these platforms provide new opportunities to super serve exclusive content to our fans while simultaneously creating new ways to integrate our ad partners,” she continued.
“Generation Cryo” follows 17-year-old Breeanna on her journey to find the sperm donor who’s her biological father. Along the way, she’ll find out that she has as many as 15 half-siblings, many of which she’ll meet along the way.
This is just the latest move from Viacom to provide exclusive access to its shows via its video apps. Last month, the company released the entire season of the football reality series, “Wait ‘Til Next Year,” on the MTV app before its on-air premiere. The company saw a 47 percent increase in streams that week and an 8 percent increase in the 12-17-year-old demographic for the show’s premiere.
Earlier this month, CMT followed suit by releasing the fourth season premiere of “Sweet Home Alabama” on its video app.
Also in October, VH1 followed its TV premiere of TLC biopic, “CrazySexyCool,” by making it available exclusively on its app for a week. That resulted in 1.4 million streams of the movie.