MTV picks up the Tempo in the Caribbean

MUMBAI: MTV Networks will launch a new channel Tempo dedicated to Caribbean music and culture in that region and in the US next month on 21 November 2005.

Tempo will target all people with a passion for the Caribbean lifestyle. The channel provides a mix of original and acquired programming that is vibrant, relevant to its audience and true to the spirit of the Caribbean and its culture. At launch, Tempo will debut in 400,000 homes in 20 Caribbean markets, reaching an estimated 2.5 million viewers.

MTV will celebrate the launch by hosting a series of concert events in various Caribbean markets. Jamaica will kick off the concert series (15 -16 October) followed by events in Barbados (21 October), St. Maarten (25 October), St. Croix, Nevis and Trinidad & Tobago.

The concert events will showcase the diversity of the Caribbean with over 80 artists from across the region and beyond, featuring all the different genres of music from the Islands including, Reggae, Dance Hall, Reggaeton, Soca, Pan, Quelbe, Calypso, etc. Among the artists appearing are Luciano, Morgan Heritage, Elephant Man, Bounty Killa and Lady Saw (Jamaica); Rihanna, Rupee and Allison Hinds (Barbados); Ebony & Steelpan Orchestra, Control Band, King Beau Beau, and Youth Wave (St. Maarten); Midnite, Extaushaun, Stanley & 10 Sleepless Nights and Xpress Jam Band (St. Croix).

Telecom firm Cable & Wireless will be the lead sponsor for these events. VH1 GM Tom Calderone is responsible for overseeing the day-to-day operations of Tempo. He said, "Tempo represents MTV Networks' ongoing commitment towards offering programming to underserved consumers -- in this case, the prominent and ever-growing Caribbean community".

Other sponsors of the events include American Airlines, Heineken, Jamaica Tourist Board, St. Maarten Cable TV, Nevis Tourism Authority, The Cayman Island Department of Tourism and Innovative Cable TV -- as well as a number of local and regional businesses.

Cable and Wireless Caribbean senior VP, corporate marketing Rachelle Franklin said, "All of us at Cable & Wireless are excited to be working with Tempo -- on the upcoming launch concerts, and on bringing exclusive Tempo products such as ring-tones and wallpapers to our mobile customers".

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