Television

MTV Europe to launch channel for Portugal tomorrow

LONDON: In line with it's commitment to its long-term regional expansion strategy, MTV Europe is set to launch its 11th channel, MTV Portugal on 3 July.

Available via cable and satellite through TV Cabo, Cabo Visao, and TV Tel, MTV Portugal will be designed to reflect the tastes and preferences of Portuguese youth. The 24-hour channel will feature a dedicated on-air look and a music policy that marries the best international music with the latest Portuguese hits and artists.

An official release informs that MTV Portugal is designed to deliver significantly enhanced promotional opportunities for Portuguese artists and talent with a particular focus on a variety of genres including rock music. Portuguese acts will co-exist on the playlist with international artists so that Blind Zero for example will be playlisted alongside Coldplay, Marilyn Manson and Blur.

MTV Portugal's programming strategy will mix local content, such as the upcoming MTV Live with Blind Zero, with MTV's international programming. An MTV Live is the full and complete transmission of an artist's live performance. Blind Zero are one of Portugal's most popular rock bands. The show will mark the first time that the band have appeared on MTV anywhere in the world. In keeping with audience preferences, MTV Portugal will also retain the network's international character and flavour by transmitting MTV's English language international programming including Dance Floor Chart. This is a simple, ‘less is more’ countdown show that is skewed towards the popular, commercial end of dance music with the top 10 videos played in entirety Another programme MTV Becoming claims to turn the average MTV viewer into the star they idolise. There is also Making The Video . This is an exclusive behind the scenes look at the making of a top artists music video from the start to finished product.

To celebrate the launch of MTV Portugal MTV Club Tour sponsored by Lipton, will comprise a series of five parties set to take place from July to September in Lisbon, Oporto, Povoa do Varzim and Albufeira. Some of MTV Europe's most prestigious events will take place in Portugal this year, including the final of MTV Shakedown, a pan-European dancing contest, which is set to take place in Portugal in September.

The launch of MTV Portugal is the latest step in MTV's on-going regionalisation strategy which to date has seen MTV develop from one pan-European channel to a network of 32 channels and 10 websites across Europe. MTV Portugal will be distributed to 1,527,000 homes in Portugal and will be the most widely distributed music TV service in Portugal. MTV Networks Europe claims to be the most widely distributed TV network in Europe and airs to over 112 million homes.

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