In another example of how programmers are looking to use mobile devices to strengthen viewer engagement with their TV shows, MTV has expanded the reach of its co-viewing WatchWith app to the iPhone platform.
With little fanfare, the channel launched a iPad and a desktop version of app last month. Now that the app is available for iPhone, MTV executives say they will begin marketing and promoting the apps.
The free app offers an enhanced experience for its primetime shows that includes additional content; extensive social media features and a curated social conversation that allows users to comment and follow tweets from other fans; and the ability to interact with stars of MTV shows, including Jersey Shore, Teen Wolf and Awkward, who will be tweeting during the premier of new episodes.
While it is still early days in the development of co-viewing apps and advertising opportunities surrounding those efforts, MTV executives say they plan to bring in sponsors for the apps that are more tightly integrated into the features of the app.
No definitive timeline has been set for an Android version of the app, but it could happen later this year or in the first quarter of 2012.