Viacom is rolling out a suite of branded mobile TV apps, offering the best content from each of its international brands to iOS and Android devices in 180 countries.

Launching in the fourth quarter, the Viacom Play Plex apps will be available to download in each of the territories where Viacom owns and operates TV channels, including Comedy Central, MTV, Nickelodeon, Paramount Channel, Spike and BET.

The apps will offer video-on-demand access to recent and library content, as well as live streams of local channels. An “algorithmic menu” will adapt according to users’ tastes, while apps will also include social and sharing components.

Viacom is trialing a number of distribution models for the apps, including partnering mobile network operators and local TV companies such as NOS in Portugal and Foxtel in Australia,

The Nick app, launched in five markets since 2013, will be rebranded Nick Play and integrated into the Viacom Play Plex suite.

Bob Bakish, president and chief executive of Viacom International Media Networks, said the apps offer “maximum flexibility” in the pursuit of maintaining an audience of consumers who consumer content on their smartphones.

“These apps are designed to complement our linear pay TV channels and to allow our existing distribution partners to deepen and improve the entertainment experience they offer their subscribers,” said Bakish.

“But, Viacom Play Plex also opens up new distribution opportunities for us, particularly in the fast-growing mobile TV sector, and, ultimately, positions us to succeed in a world of more personalised entertainment services and greater consumer choice.”