The MTV News iPhone Application is simple yet has been extremely successful. Users can browse recent news articles, share via Facebook, Twitter or by sending to a friend, with new functions to be added.

It was built originally as a test to see how mobile applications could promote and gain more exposure for the news editorial team. Our target was to achieve 40k downloads, however since launch in April we have almost 300k downloads just in the UK & Ireland apple stores. We have now a core base of users of around 40k per day and average around 1 million articles read on the app per month. I am currently expanding features in the app and will add further releases to the store within the next few months.

As this App has been so successful, our mobile strategy for 2010 has become more focused, with now a new mobile friendly site, and further applications in the pipeline including an MTV Base Chart and an iPad version of the News Application. We also have external agencies building the same app for Android, Vodafone 360 and Nokia Ovi stores.