Television

MTV to shut down 3 ethnic channels targeting Asians

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MUMBAI: MTV World, a group of three customised MTV channels launched in 2005 and specifically designed to serve ethnic populations in the US, is being shut down.

The three channels - MTV Desi, MTV Chi and MTV K - were being carried on satellite provider DirecTV and some other multichannel operators.

Of the three, MTV Desi served audiences with roots in the Indian subcontinent living in the US, while MTV Chi and MTV K targeted ethnic Chinese and Koreans respectively

The move to close down the three channels is part of an overall cost cutting exercise that has seen the loss of 250 jobs at the music network.

Executives who have been sacked include MTV executive VP multiplatform programming Paul DeBenedittis, MTV head content strategy and scheduling Salli Frattini and MTV senior VP in charge of production Kathy Flynn.

As far the closing of the three MTV channels is concerned the company says, "Unfortunately, the premium distribution model for MTV World proved more challenging than we anticipated in this competitive environment. As a result, MTV has decided to shut down its linear MTV World operation. However, we remain steadfast in superserving multicultural youth, and we are continuing to investigate ways to integrate the MTV Desi, Chi and K brands online and on our other screens."

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