Viacom-owned global music channel MTV is set to add another channel to its empire when it launches MTV Indonesia in May.
MTV Networks Asia has signed a deal with broadcast network Global Television and its parent outfit, investment holding company Bimantara Citra, and will be aired on the Global TV platform, an official release states.
The deal also marks a split of sorts with MTV's current terrestrial partner in Indonesia, Anteve. MTV and more recently kids' channel Nickelodeon programming has been carried on Anteve for 38.5 hours per week. The new arrangement will see MTV Indonesia on Global TV while Nickelodeon will air on Anteve.
Available as a 24-hour UHF terrestrial channel, MTV Indonesia will offer a mix of programming of Indonesian and international shows. In addition to Indonesian-specific programmes like MTV Ampuh, MTV Getar Cinta, MTV Land, MTV Mix, MTV Salam Dangdut, MTV Seratus Persen Indonesia, MTV What's Up and MTV Wow, more local content will be added to the channel. To cater for the new shows, the current cast of MTV VJs will also be expanded in the near future, the release says.
MTV Indonesia will initially be available in five key cities - Jakarta, Bandung, Semarang, Surabaya and Medan and expects to reach 15 million households. Subsequently, it will be rolled out to more cities in the country.
"Indonesia is the fourth most populous country in the world and a very important market to MTV Asia. We are very excited about working with Global TV and look forward to introducing more unique and relevant content to the Indonesian audience. With MTV's proven music expertise and Bimantara Citra's presence and clout in the domestic market, I am confident we can further build MTV's undisputed leadership in the Indonesian music television business," said Peter Bullard, senior V-P and MD of MTV Southeast Asia and MTV Network Group.
"The youth segment is very promising and still untapped in Indonesia. With the support of MTV Asia, we believe that MTV will be recognized as the most effective vehicle in reaching to the youth in this market," said Adji Gunawan, CEO of Global TV.
