The Hindu Business Line : MTV's ethnic channels in US

MTV has announced three new customised MTV channels specifically designed to super-serve ethnic populations in the US. These channels will feature the best music and shows from MTV's international channels and original programming, promos and packaging created in the US, to become the pop culture destination for their respective audiences.

MTV Desi, serving audiences with roots in the Indian sub-continent living in the US, will be the first channel to launch. It will be followed by MTV China and MTV Korea in 2005, with additional channels to follow. These new MTV channels will cater to the needs of Americans with an affiliation to a home country or culture that is not catered to by American mainstream media, says a release in PR newswire.

Rather than re-broadcast existing international feeds, MTV is creating new channels specifically for the US, adding local VJs, music and live events from the best of its global programming to tap into the trans-cultural nature of the target audiences in a manner that connects local audiences to their homeland.

MTV also announced that Nusrat Durrani will be named to the post of General Manager/SVP MTV World and will oversee these new offerings.

According to MTV research, these populations are currently under-served by the media and there is a great appetite for local language channels amongst these groups. Many of these ethnic groups prefer speaking their home language, and are hungry for music and culture from their country of origin.

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