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"MTV viewers in the UK can now use a catch-up service and watch 24 hours or a week of past programming.\r\n\r\nMTV On Demand (MTV OD) means that fans of the channel can now watch their favourite shows when it suits them.\r\n\r\nThe service charges a fee of \u00A32 for 24 hours or \u00A33 for a week. This pay-as-you-watch model keeps the prices low and is likely to appeal to a younger audience rather than larger repeat-subscription payments. MTV OD services are only offered to users aged 16 years or older, so parental discretion is advised, although how this can be enforced would be interesting to know.\r\n\r\nPayment for the services is sent via reverse-billed premium rate text sms/mms services. So a close eye on your phone bill might be a good idea if your teenagers are keen on MTV. Though naturally the broadcaster says you must have permission from the person who pays the bill.\r\n\r\nTo watch, viewers need to log in to the MTV OD service using their mobile phone number and a pin code which arrives via text/sms becomes the password.\r\n\r\nThe primary cost of the service is incurred not when users send the SMS text message to request the access code but when MTV sends the requested access code in return. This is why these services are known as \u201Creverse billed premium rate services\u201D.\r\n\r\nThough the MTV channel is best known for it's music video content, it also has a suite of popular reality TV shows and dramas that are available to watch as part of the service.\r\n\r\nIf you're a fan of Geordie Shore, Jersey Shore and 16 and Pregnant, episodes will appear on MTV OD within 24 hours of the original broadcast date.\r\n\r\n\r\n\r\nOn demand is fast becoming a useful offering to TV channels that want to keep their share of brand dominance. Where a +1 service (when a complimentary channel plays the same output but an hour later) was a fun idea for broadcast television, viewers are now taking to non-linear broadcast models as found on the BBC iPlayer and the UK's Channel 4OD to watch programs at preferred times.\r\n\r\nPhilip O\u2019Ferrall, Senior Vice President of Digital, Viacom International Media Networks commented: \u201CToday\u2019s MTV generation is connected and \u2018always on\u2019. The new catch-up service makes our content more accessible and ensures that our fans will never miss an episode of their favourite MTV show.\u201D\r\n\r\nIt's surprising that it has taken so long for the music and pop culture broadcaster to offer this service as the 'MTV generation' has always been seen to move fast and make demands of its media. The new service at least means that the audience is likely to remain loyal and of course provides an alternative to pirated material when fans miss their favourite show."^^<http://www.w3.org/2001/XMLSchema#string>
<http://thenextweb.com/uk/2012/05/03/mtv-launches-archives-on-demand-and-catch-up-services-for-the-uk/>