Its creativity is reaping rich rewards. Literally. MTV India's Poga - Heal Your Life campaign took home the award for "Best 3D Animation" at the regional Asian Television Technical and Creative Awards held in Singapore on 20 June.

The campaign, a first in a series of spoofs on alternative healing therapies like yoga, was the joint winner of the award.

MTV Thailand's partner Imagimax was the winner in the "Best Station ID" category. The "Just Arrived" ID tells Thai viewers they can now watch MTV 24-hours, in MTV's trademark hip and funky style. MTV Taiwan came in second for its "Anti Piracy Promo" in the "Best Promo" Category, with the lighthearted promo using three eminent artists to underscore a serious message - the negative impact of buying pirated CDs.

The Asian Television Technical and Creative Awards, in their second year, were organized by Asia Image magazine, which received 528 entries from 16 countries this year including China, India, Indonesia, Hong Kong, Malaysia, the Philippines, Singapore, Taiwan, Thailand and Vietnam. A panel of broadcast, production and post-production professionals from around the region judged the competing works.

MTV, says an official release, was highly commended in several categories including "Best Direction (Short Form)" its "MTV Asia Awards Teaser/Contest Campaign"; "Best Programme Title Sequence" for MTV India's "MTV Record Tod" and "Best Broadcast Design (International)" for Wanda Productions "MTV Philippines On Air Graphics".

MTV Asia senior vice president, content and creative, David Flack, says recognition like this will help motivate his team to keep pushing the envelope further in terms of creativity and to continue to come up with ideas that will surpass previous standards and expectations. MTV Asia, adds the release, had a good showing at the inaugural Awards last year, picking up several awards including "Best of Show" and "Best Promo".

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