MTV is launching an iPhone and Android app branded Under The Thumb in Europe, which will enable users to watch its shows while chatting to friends, and also control playback on their TVs.
The app, developed alongside creative agency AKQA, will go live on Apple’s App Store and Google’s Android Market in March.
The app will stream MTV’s shows on-demand, with an in-app chat feature for people to talk to friends about what they’re watching.
Under the Thumb will also feature ‘polymorphic interface control’, which turns the app into a remote control app for a TV. The feature works by pairing the Under The Thumb app with a browser on a computer or connected TV. The app gets people to connect it to their Facebook accounts for the social features.