Television

MTV to launch 3 customised channels for ethnic audiences in US

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/04/30/MTV.jpg?itok=Fp1-Q2SN

MUMBAI: The MTV Network has announced that it will launch three new customised MTV channels specifically designed to super-serve ethnic populations in the US.

Of the three, MTV Desi, serving audiences with roots in the Indian sub-continent living in the US, will be the first channel to launch. It will be followed by MTV China and MTV Korea in 2005, with additional channels to follow.

These channels will feature the best music and shows from MTV's international channels and original programming, promos and packaging created in the US, to become the pop culture destination for their respective audiences.

These new MTV channels will cater to the needs of Americans with an affiliation to a home country or culture that is not catered to by American mainstream media. MTV's unique global network of locally programmed channels offers a vast inventory of programming in native languages which resonates and connects deeply with local populations. Rather than re-broadcast existing international feeds, MTV is creating new channels specifically for the US, adding local VJs, music and live events from the best of its global programming to tap into the rich transcultural nature of the target audiences in a manner that uniquely connects local audiences to their homeland.

Apart from this, the network also announced today that Nusrat Durrani will be named to the post of general manager and senior vice president of MTV World and will oversee these new offerings.

Durrani joined MTV Networks in 1996 and was part of the team that launched MTV's interactive division. Prior to joining MTV, he worked in Dubai for Al Futtaim/Honda and before that he worked in New Delhi for Uptron, which was the leading electronics player in India at the time. Durrani was born in Lucknow and has his MBA from the University of Lucknow and his MA in Communications from the New York Institute of Technology.

"We live in an increasingly diverse and multi-cultural country, where conversations at the dinner table and in the living room are more and more taking place in Chinese, Hindi, Urdu and Korean," said MTV Networks chairman and CEO Judy McGrath. "Launching these new channels is the next logical and tremendously exciting step for MTV Networks, delivering customised programming that reflects the bi-cultural identities of these audiences, not to mention providing another platform for all the great talent from these communities."

MTV Networks Music Group president Van Toffler said, "At MTV, we're always looking for new and better ways to super-serve the growing niche audiences in the US with unique platforms created especially for them. I couldn't be more excited about these launches -- especially because I'll learn how to say 'super-serve' in at least three languages. We are lucky to have Nusrat on board to run this business. His enthusiasm and strategic thinking are essential to helping us reach underserved ethnic groups who are craving programming from their homelands."

MTV Networks International president Bill Roedy, on the other hand said, "MTV offers incredibly diverse local programming around the world. These new channels will use the best of this content to provide millions of young Americans with a connection to the youth culture of their countries of origin. These three new channels represent a milestone in our development as a global company, with foreign language content from our international channels being used to help drive our business in the US."

According to a research done by MTV, it was found that these populations are currently underserved by the media and there is a great appetite for local language channels amongst these groups. Many of these ethnic groups prefer speaking their home language, and are hungry for music and culture from their country of origin.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/07/Ary-news.jpg?itok=iSuCoqa2
ARY News asked to pay INR 1.58 cr to Geo TV as compensation

MUMBAI: A legal rift raging between two big media groups in Pakistan -- ARY News and Geo TV -- settled recently in a British Court. ARY News lost the legal battle and will have to pay approximately INR 1.58 crore compensation to Geo.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/07/star-sports.jpg?itok=E4E8tvl_
Star Sports continues to make cricket bigger; India-NZ ODI series highest rated bilateral ODI series in three yrs

MUMBAI: Star Sports builds cricket further and strengthens its popularity at a pan-India level making the India-NZ ODI series as the highest rated bilateral ODI series in the last three years.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/07/STAR-PLUS-800x800.jpg?itok=4RCO6PQf
Star Plus gears up for 'Dil Hai Hindustani' launch in January

MUMBAI: After launching P.O.W, Star Plus is geared up to launch its yet another grand singing reality show "Dil Hai Hindustani." Though the channel has not officially announced the launch date, but the show is slated to go on air by January 2017, and will be replacing Masterchef India at 8pm time...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/06/steve1.jpg?itok=Z86RBizl
MN+ celebrates Steven Soderbergh this month!

MUMBAI: 'Director's Cut', the flagship property of MN+, is preparing to treat its viewers with an exhilarating line-up of gold class Hollywood movies by the Oscar Award winning director 'Steven Soderbergh'. The ongoing property will air some of the finest works of Steven from 10 December, 2016,...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/06/Dance%20Singapore%20Dance_0.jpg?itok=m5uCpty4
Sheriden, Sufri emerge winners of Dance Singapore contest

MUMBAI: The second season of Dance Singapore Dance on Zee TV APAC comes to an end with a spectacular grand finale. Sheriden Newman, 29, danced her way to victory after emerging as thewinner of Season 2. Sheriden, 29, a dance graduate from Queensland University of Technology outperformed over 200...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/06/Discovery-800x800.jpg?itok=zedEwSn7
Discovery's 'Jawai: India's Leopard Hills' wins at Asian Television Academy

MUMBAI: Discovery India’s production Jawai: India’s Leopard Hills has won the Best Natural History / Wildlife Programme at the prestigious Asian Television Academy Awards 2016, held in Singapore. Produced by Robin Roy Films, Jawai: India’s Leopard Hills combines state-of-the-art technology and...

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/06/NaomiCampbell-800x800.jpg?itok=R2oPtlGa
Fox Life brings supermodel Naomi Campbell in 'The Face' series

MUMBAI: Fox Life is all set to become the latest destination for high fashion as it launches a thrilling reality TV series The Face. The show is filled with passion and race to win which has never been seen with this intense and real before. The series began on 5 December and airs every Monday and...

Television TV Channels Specialised and Niche
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/06/Niharika_0.jpg?itok=aaA4Ozxj
Star Suvarna to air new show ‘Niharika’ from 12 Dec

MUMBAI: Star Suvarna is all set to air its new show Niharika. A new concept which is not just a “Atte-Sose” (Kannada) or a kitchen drama. Starting from 12 December, the show will be aired at 8pm time slot.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/06/Pankaj-Raghav.jpg?itok=m17NTSIr
Cracking Chrome DM-Da Vinci code as legalities take over

MUMBAI:  When business partners --- erstwhile or otherwise--- part ways acrimoniously, dirty linen gets washed in public. Almost a year after parting ways, Da Vinci Learning (DVL) TV channel, through its Indian JV partner Quintillion Media Pvt. Ltd, has served a breach of contract notice to...

Television TV Channels Kids

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories