As it celebrates its latest fully-owned and operated service in Russia, Viacom International Media Networks (VIMN) has relaunched its flagship channel MTV.
Broadcasting in high definition on cable and satellite through local distribution partnerships with Rostelecom, NTV Plus and Megafon, the new-look music channel will be available via basic tier packages to more than 2.3 million people.
It will offer Russians the full MTV brand experience for the first time ever, featuring a mix of local content – including locally commissioned and produced flagship music show, MTV Top 20 – alongside the brand’s global programming dubbed in Russian. These include the likes of Catfish, Awkward, I Used to Be Fat, Jersey Shore, Pimp My Ride and Beavis & Butt-head. In addition it will showcase both local and international music, and reflecting Russia’s thirst for live music, franchises such as MTV World Stage, together with music videos, will account for 35% of the overall schedule.
“Russia is a high growth market and key investment priority for VIMN, and the launch of our first-ever owned and operated MTV main channel, together with the success of Nickelodeon and Paramount Comedy, not only demonstrates our commitment to the market, but is also testament to our Moscow and London-based team’s vision and dedication,” said David Lynn, executive vice president and managing director, VIMN UK.
“It’s fitting that as we celebrate 15 years in the market, Russian audiences are able to enjoy our three powerhouse global brands – MTV, Nickelodeon and Paramount Comedy – as truly authentic, globally aligned channels.”