Television

MTV Intl launches new music initiative

MUMBAI: MTV Intl has launched MTV 5 Star. This is a new music initiative that will use the company’s TV, online and mobile platforms in the Asia-Pacific, Europe, Latin America and Russia to support new releases and offer music fans exclusive artist access.

The first performer who will leverage the new service is Shakira. The deal is part of the international marketing alliance between MTV, Sony BMG and Epic Records in support of the her new album Oral Fixation Vol. 2. As part of the MTV 5 Star initiative, MTV's international channels will debut four half an hour shows. There will also be interactivity courtesy a Shakira competition later this year.

As far as the internet is concerned users will get songs being streamed from the new album a week before release. They can also view Shakira mobisodes internationally over the next few months. MTV channels will premiere MTV 5 Star—Shakira mext month. This will include a 30-minute MTV Live performance show; All Eyes on Shakira, where leading artists ask her questions; Making of the Video for her first English single Don't Bother and Diary of Shakira.

MTV Intl VP music marketing and talent/artist relations Jesus Lara says, "The launch of the new MTV 5 Star initiative marks an important milestone in MTV's support of artists and music. Music is at the core of what MTV signifies for our audiences, and MTV 5 Star is our first-ever multi-platform new music initiative internationally."

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