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 Viacom-owned
global music channel MTV is set to add another channel to
its empire when it launches MTV Indonesia in May.
MTV
Networks Asia has signed a deal with broadcast network Global
Television and its parent outfit, investment holding company
Bimantara Citra, and will be aired on the Global TV platform,
an official release states.
The
deal also marks a split of sorts with MTV's current terrestrial
partner in Indonesia, Anteve. MTV and more recently kids'
channel Nickelodeon programming has been carried on Anteve
for 38.5 hours per week. The new arrangement will see MTV
Indonesia on Global TV while Nickelodeon will air on Anteve.
Available
as a 24-hour UHF terrestrial channel, MTV Indonesia will
offer a mix of programming of Indonesian and international
shows. In addition to Indonesian-specific programmes like
MTV Ampuh, MTV Getar Cinta, MTV Land, MTV Mix, MTV Salam
Dangdut, MTV Seratus Persen Indonesia, MTV What's Up and
MTV Wow, more local content will be added to the channel.
To cater for the new shows, the current cast of MTV VJs
will also be expanded in the near future, the release says.
MTV
Indonesia will initially be available in five key cities
- Jakarta, Bandung, Semarang, Surabaya and Medan and expects
to reach 15 million households. Subsequently, it will be
rolled out to more cities in the country.
"Indonesia
is the fourth most populous country in the world and a very
important market to MTV Asia. We are very excited about
working with Global TV and look forward to introducing more
unique and relevant content to the Indonesian audience.
With MTV's proven music expertise and Bimantara Citra's
presence and clout in the domestic market, I am confident
we can further build MTV's undisputed leadership in the
Indonesian music television business," said Peter Bullard,
senior V-P and MD of MTV Southeast Asia and MTV Network
Group.
"The
youth segment is very promising and still untapped in Indonesia.
With the support of MTV Asia, we believe that MTV will be
recognized as the most effective vehicle in reaching to
the youth in this market," said Adji Gunawan, CEO of Global
TV.
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