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MTV goes Desi in US
MTV is to launch three new music channels to target ethnic Indians, Chinese and Koreans living in US.
MTV is to launch three new specialised music television channels to target ethnic Indians, Chinese and Koreans living in the United States, the network has announced.
The channels will feature music and other shows plucked from MTV's international services as well as original programmes and promotional spots destined for US audiences.
"We live in an increasingly diverse and multi-cultural country, where conversations at the dinner table and in the living room are more and more taking place in Chinese, Hindi, Urdu and Korean," said MTV Networks chairman and chief executive Judy McGrath.
"Launching these new channels is the next logical and tremendously exciting step for MTV Networks, delivering customized programming that reflects the bi-cultural identities of these audiences."
The first of the trio of new channels to be launched will be MTV Desi, aimed at US viewers who hail from the Indian sub-continent, followed by MTV China and MTV Korea later in 2005.
Other ethnically-flavoured MTV channels will follow as the network tried to grab a larger slice of America's ethnically diverse music television market.
