Viacom to launch VHI Australia

MUMBAI: MTV Networks Asia has announced that it will launch VH1 Australia next month. This marks MTV Networks' first fully owned and operated service in Australia. VH1 Australia will be available via Foxtel Digital and Austar Digital.

MTV Asia president Frank Brown was quoted in an official release saying, "VH1 is the premium music entertainment brand that explores and celebrates the power of the music, artists and pop culture that matter most to the 25-44 year old viewer. More importantly, it is a channel that complements the music programming currently available and will serve to provide greater choice for the Australian viewers.

"With an estimated one in four households in Australia already embracing subscription-TV and access to digital technology set to make it even more attractive to consumers, the timing is ideal for MTV Networks to extend its presence in the marketplace with a fully owned and operated service".

Through a mix of original series, documentaries, live events and music videos, VH1 Australia will put the spotlight on pop icons. Special events such as Divas Live and the VH1/Vogue Fashion Awards will compliment a line-up of never-before-seen original series including The Fabulous Life, All Access, Driven.

Meanwhile MTV Asia also announced the appointment of Nigel Robbins as VH1 Australia's GM and Andrew Hoppe as the network's director of programming and operations. Both of them will focus on strategic growth and development of VH1 Australia operations. Robbins will report directly to Brown.

Robbins is directly responsible for the strategic development and day-to-day management of VH1 Australia. His responsibilities involve overseeing the channels programming, production, advertising sales, marketing, finance, business affairs, research, communications and artist relations.

Robbins added, "There couldnt be a better time to be launching VH1 in Australia, with the digital landscape offering viewers an even more dynamic mix of programming. VH1 very much compliments that mix by providing a fresh music television alternative that focuses its attention on music, celebrity, and pop culture for the savvy 25-plus audience."

VH1 claims to be currently available in almost 100 million television households worldwide.

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