The mission was set on launching the channel and a mobile app in time for Republic Day of India - just three weeks away.
MTV chose Thoughtworks as their digital partner and the engagement started off with an inception involving the core teams. User experience, strong design concepts and robust problem solving shaped the product. Continuous software delivery methods ensured the work got done iteratively and quickly.
The results? The first release of the mobile application on iOS and android was delivered in just 15 days - right on time to meet their goal of launch on Republic Day of India. The complete functionality was developed over three months, within three releases.
With just one tap from the user on their smartphone, the app helps to identify any Indie song along with the artists’ name and lyrics. The app also features video content from the TV channel, radio with curated playlists, and an events and gig guide – a personalized experience, on demand.