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Tilted Cat Head
Administrator
Location: Manhattan, NY
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Africa says "I want my MTV!" and gets it finally
Quote:
HEADLINE: MTV Networks Announces 100th Channel Milestone;
Launch of MTV Base in Africa to Mark the Final Frontier in MTVN'S Global Footprint
DATELINE: LONDON and NEW YORK, Nov. 15
BODY: MTV Networks, a division of Viacom Inc. (NYSE: VIA and VIA.B), today announced that it will launch the company's 100th channel on 1 February 2005: MTV Base in Africa. MTV Networks (MTVN) is the first global media company to achieve the 100-channel milestone, having pioneered the business strategy of having a local approach to building a global business. Africa is MTVN's final frontier, giving the company locally customized channels in every region of the world. MTV Network's multi- media brands include MTV, Nickelodeon, VH1, TV Land, Nick at Nite, MTV2, CMT, Spike, Comedy Central, Paramount Comedy Channel, TMF (The Music Factory), Game One, VIVA, and The Box (Holland).
Since launching in Europe in 1987, MTV Networks has expanded to Asia- Pacific and Latin America, where the company has regional infrastructures that support local channels across all brands, reaching a potential audience of over 1 billion people in 164 territories. The most widely distributed channel brands are MTV with 43 channels and Nickelodeon with 23 channels. The latest brands to join the MTV Networks International family are VIVA, The Box and Paramount Comedy Channel in Europe. MTV Networks brands are multi-platform businesses, with over 90 consumer Web sites, and various wireless and broadband initiatives in markets around the world.
"The launch of MTV Base in Africa completes our global footprint and I couldn't be more excited," said Tom Freston, Co-President and Co-COO of Viacom Inc. "Ever since MTV first launched, we saw great potential to take this brand and make it relevant to audiences across the globe. Today, with channels in every region of the world, we have done exactly that. So this year, to culminate that vision with our 100th channel launch in Africa is so sweet -- particularly since so much of contemporary music traces its roots to African music."
Judy McGrath, CEO and Chairman of MTV Networks said, "With more than 75% of MTVN's channels outside of the U.S., we are a truly global operation that is fuelled by the exchange of creative ideas and cultures. Our international business is so important to the overall growth of MTV Networks and now reaching the 100 channel milestone, it is clear that there is no media company better positioned to benefit in the expanding international marketplace."
Bill Roedy, President, MTV Networks International said, "Launching an MTV channel in Africa has been a long-time goal, and reflects our mission of celebrating the diversity of youth culture around the world. By tapping into Africa's rich local music scene, we plan to play a major role in supporting and exporting Africa's incredible artists and cultural heritage around the world. Having this platform in Africa will also help expand our efforts to fight the HIV/AIDS epidemic -- a global priority for our company and a vital issue for Africans."
MTV Base in Africa
MTV Base in Africa will be a 24-hour, English language music TV channel that will reflect the tastes and interests of African youth through a combination of African and international music videos and locally produced content, complemented by MTV's international long-form programming such as Cribs and Making The Video. MTV Base in Africa will also provide a platform for a variety of African music genres including Kwaito, Hip-Life, Mbalax and Zouk, alongside diverse international urban artists including Alicia Keys, Jay-Z, Sean Paul, IAM, Passi and Saian Supa Crew.
The new channel, MTV Base in Africa, will be a localized version of MTV Base, the highly successful urban music service seen in much of Europe. The channel will broadcast via satellite to 48 countries in sub-Saharan Africa. While MTVN has exported its European channels to African markets since 1995, this is the first service created specifically for African audiences.
The channel will also premiere a new series of local HIV/AIDS awareness and prevention messages, in addition to airing long- and short-form programming from MTV Networks International's award-winning Staying Alive series.
Currently over 400,000 subscribers outside of South Africa are previewing the UK version of MTV Base. MTV Base UK will continue to be available to viewers outside of South Africa via Trend TV, CTNL and FSTV distributors in Nigeria until the launch of the local MTV Base channel.
MTV Base joins MTV European and MTV France, both of which will continue to be available in the region. At launch in February 2005, MTV Base will reach approximately 1.3 million households across sub-Saharan Africa via multi- channel operators DStv, Trend TV, CTNL and FSTV.
MTV Networks International
MTV Networks launched its first international channel, MTV Europe, in 1987. Since that time, the company's international operation has grown to include Nickelodeon and VH1, and has expanded to every region of the globe.
MTV Networks International owes much of its success to a pioneering strategy of using local management teams to create and market programming that connects with local audiences around the world. By prioritizing building local audience connections through the development of local content, MTVN International has had remarkable success in becoming part of the fabric of local kid and youth cultures.
MTV Networks is the first media company to launch 100 channels globally. Its position in the global marketplace is unparalleled, reaching more than one billion people in 164 territories with its popular entertainment brands, including MTV, VH1, Nickelodeon and VIVA. MTV was named the world's most valued media brand for the fifth consecutive year by the Interbrand annual study.
MTV Networks, a unit of Viacom International Inc. (NYSE: VIA, VIA.B), owns and operates the following television programming services -- MTV: MUSIC TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV LAND, SPIKE TV, CMT, NOGGIN, LOGO, MTVN INTERNATIONAL and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, all of which are trademarks of MTV Networks. MTV Networks also has licensing agreements, joint ventures, and syndication deals whereby all of its programming services can be seen worldwide.
SOURCE MTV Networks
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I can't really add much to what this article has stated. MTV has done something that no other channel has ever been able to do. Love them or hate them, they still are a) profitable, b) in demand c) keep to their core roots and business strategy.
Of course I'm going to still see some one say... "MTV Sucks since they don't play music videos anymore..." while that may be true, obviously there's not much revenue on just music videos as we can see from any of their competitors Much Music and Fuse, both of which are very limited in scope and households across the world.
What I do find most interesting and if you ever get the chance or other people who do get the international channels. The local flavor is really interesting. It's almost like the old days of old radio where you'll not just hear the Clear Channel commodity but you'll also get some of the local bands and influences.
As a company I know alot of the things we do for charity, benefits, awareness, etc. One of the first things they will air is about HIV/AIDS awareness.
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Last edited by Cynthetiq; 11-16-2004 at 07:29 AM..
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