Viacom’s music subsidiary, MTV Networks is teaming up with Polygram to broadcast two music channels in Asia. Regions targeted will include Hong Kong, New Zealand and the central Asian republic of Kyrgyzstan. The English language channel is to be launched on May 5th.
A Mandarin language channel, MTV Mandarin, will be launched on April 21, delivered by satellite from Singapore to 20 Asian countries and is aimed at 12 to 34 year olds. It will consist of music and lifestyle.
Polygram and MTV networks will each hold a 50% share. Polygram will provide the music videos from its vast catalogue of artists. Western pop music will provide the basis of the channel but Polygram has great hopes in diversifying into local artists and music.
MTV is available in more than 250 million homes in 64 countries and Polygram is a strong player in the Asia market.
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