MUMBAI: Developed by Viacom18 Digital Media, Vh1 launches its much-awaited mobile app making international music and entertainment available on-the-go. The app has been in production for the past 5 months, but the pre-production and design took over a month, to ensure the user experience was great.

The Vh1 India app has been in the making for a while as a part of the digital roadmap. Prior to this, Vh1 launched its web and mobile browser destination called Vh1.in. The launch of Vh1's Mobile App makes the best of English entertainment and international content available for free on iOS, Android, Windows as well as Nokia X series, customised for both, mobile and tablet users. A mobile application for the Blackberry software is also currently in development.

Apart from music and videos, the mobile-app also links users to featured articles as well as live Twitter feeds by their favourite artistes, making all important music-related information available on one page. The mobile app will additionally provide information such as the best concerts taking place around town, celebrity gossip, regular entertainment news and VH1 top music charts.

Speaking on the Vh1 mobile app launch, Viacom18 EVP & Head - English Entertainment Ferzad Palia said in a statement, "The emergence of smartphones has revolutionised the way entertainment is consumed by viewers. With the launch of Vh1 Mobile-app, we aim to further engage with the youth on-the-move. This launch helps take the brand Vh1 a step ahead by offering the best of English entertainment through just one-touch on their screens."

Commenting on the marketing of Vh1 Mobile app, Viacom18 VP & Business Head - Digital Media, Rajneel Kumar told Radioandmusic.com, "The launch of Vh1 Mobile App is a more effective way to connect with today's screen-agers. This audience is constantly on-the-move and heavily dependent on technology. The mobile app is not restricted to being just an extension of the channel; Vh1 Mobile App offers the best of international content that is not even available on the channel."

Kumar continued, "We will leverage our strong assets on Web, Social & Mobile for digital marketing while the TV will play a very important part in reaching our viewers." The app is designed to be user-friendly and is regularly refreshed ensuring users are offered updated content at all times. Along with this, there will be associations with various brands internal and external to cover ground events and contests.