Viacom launches two channels, VOD products across Italy


Juan Fernandez Gonzalez

| 04 August 2015

Viacom International Media Networks (VIMN) has extended its partnership with Sky Italy, adding two linear channels as well as multimedia and video-on-demand (VOD) content for Italian audiences.

Thanks to the deal, Viacom will add two new pay-TV networks to its portfolio, which already includes Comedy Central, MTV (MTV Hits, MTV Music and MTV Rocks) and the Nickelodeon-branded Nick Jr and Nickelodeon. The new channels will be Teen Nick, targeting teenagers and expected to launch by the end of the year; and MTV Next, a new channel featuring interactive components, which launched on 1 August.

As a result of the partnership, Viacom expects to launch Nickelodeon and MTV-branded apps in Italy in 2016, allowing users to watch VOD content, play games and interact with programmes' cast and characters. A selection of Viacom content will also be available on Sky On Demand.

Viacom will offer more targeted and flexible services in Italy to serve key demographics, particularly younger audiences, who increasingly expect to be able to access and interact with their favourite TV shows at a time, place and on a device of their choosing.

According to VIMN's own figures, millennials in Italy own an average of 7.7 screens, consume content on roughly six different devices according to their available free time and location, and see the ability to consume media through a variety of access points as an opportunity to increase their relationship with television content.