NEW YORK (MTV Networks/ www.mtv.com) - MTV Networks, a division of Viacom Inc, 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.
