MTV has launched a new personalised linear TV channel in Spain that allows viewers to create their own content using the brand's library of music videos and exclusive performances. Viacom initially launched the channel as a test in France, but is now rolling it out internationally - with the Nordics expected to launch before the end of the year.
   

The new service is available to Vodafone TV customers in Spain. Vodafone is the main sponsor of the MTV Europe Music Awards, which takes place on 4th November in Bilbao.

The personalisation of MyMTV is driven by mood and context over genre, based on MTV research that found nearly 80 per cent of 13-32 year olds said their music tastes can’t be boxed into one specific genre. Users can create multiple channels based on moods, including 'chill', 'energetic', 'sexy', 'happy' and party', as well as by genre and date tags.

“At Viacom, we are always committed to engaging our audience anytime and anywhere. MyMTV provides another touchpoint for our audience to experience music with MTV, allowing them to curate and consume their favourite content from an extensive library of music videos, iconic live events and exclusive moments,” Raffaele Annecchino, president Southern and Western Europe, Middle East and Africa for Viacom told The Hollywood Reporter.

"We know the importance of being everywhere our audience is, so are proud to provide fans the possibility to control their own MTV music channel that they can access through different devices."