In a reflection of the importance that the Ronnie Scewvala-promoted UTV attaches to the "nonfiction area", it has formed a separate division (set up a month ago) to give it the right focus.

UTV‘s nonfiction division sees international business as a major focus area. Satya Mahapatra, GM Nonfiction Television, who heads the the division says: "We already have two international CO-productions in our bag. We are doing a series for Discovery Canada entitled "Working Animals". We have just finished six episodes and are starting work on six more. We are starting pre-production on a 26-part ‘Travel and Cuisine series for a North American channel, with an approximate budget of $1.5 million. We will also co-own the rights of these and build an international library."

"We are in active discussion with seven broadcasters in Europe, USA and Canada for unique shows on various Asian themes and we hope to conclude at least three of them in the next two months," Mahapatra says.

With a client list that includes Disney, Nickelodeon, Discovery, Canadian Broadcasting Corporation, 20th Century Fox, Columbia Pictures, Warner Bros. plus almost every broadcaster in South East Asia, UTV has clear strengths to launch an international onslaught in nonfiction areas, a company release says. An international client base and its strategic alliance with News Corporation gives a lot of synergy in the Western market and a lot of credibility to their marketing, the release says.

Other advantages that UTV has are full fledged production facilities in Singapore and Malaysia which enables it to cater to a Pan Asian show rather than just an Indian show. The other languages that UTV offers co-production opportunities are Mandarin, Cantonese and Bahasa Malay.

Concludes Satya: "We expect 40 per cent of our revenues in television, in the next two to three years time to come from international work and nonfiction that will be an important part of that product mix."

Today, August 1, marks a red letter day for MTV. It completes 20 years of existence in the US. And to celebrate the unique occasion, it is having an all-out birthday bash here and abroad.

In India one can catch MTV Loveline today at 3.00 p.m. & 10.00 p.m. MTV‘s "Happy Birthday" is being celebrated with "Agony Uncle" Cyrus Broacha . Popular model Madhu Sapre joins him on the "love seat". Pooja Batra & Pooja Bhatt will also be calling in to wish the channel good cheer. Speaking about MTV‘s turning 20, VJ Nikhil Chinnappa said," I guess it is still a little childish and it is never going to grow up which is the great thing about MTV. It is one of those organisations that is going to remain forever young."

In America it‘s going to be one long party. And on the agenda is - MTV20: LIVE AND ALMOST LEGAL. It will be hosted by ‘‘Total Request Live‘s‘‘ Carson Daly and will air live on MTV and MTV2 at 8 p.m. (EST), following a 12- hour block of music videos, promos, and intros from the first 20 years of MTV.

The bash will feature a combination of live in-house and remote performances from artists who have appeared on the network in the last 20 years as well as celebrity interviews. It will be shown from the Hammerstein Ballroom at the Manhattan Center. Featuring are performances from Hot Summer Tours including Bon Jovi, Nelly, Depeche Mode, Blink-182, Aerosmith, and Sugar Ray. Other performances include a reunited TLC, Jane‘s Addiction, Billy Idol, Method Man, Mary J. Blige. The five original MTV VJs: Martha Quinn, JJ Jackson, Alan Hunter, Nina Blackwood, and Mark Goodman will also put in an appearance as well as the popular cartoon characters Beavis and Butthead.

Judy McGrath, president of MTV said: ‘‘This party is as much about celebrating the future of MTV as it is about our history. For 20 years we have focused on constant evolution and reinvention and we‘re not about to slow down in the next 20.‘‘ Van Toffler, president of MTV said, "We‘re stuffing 20 years of MTV in one room for one night with all the music, irreverence and energy that we‘re known for. This should be a memorable night."

Coca-Cola and Volkswagen are sponsoring the event.