MTV World Set to
Launch in US on DirecTV
(11 July 2005) MTV Desi, the new
network serving young people with ties to the Indian sub-continent but living
in the US, launched on DirecTV on Tuesday, July 12th.
DirecTV will add MTV Desi to its HindiDirect programming package at no
additional cost. MTV Desi is the first MTV World channel to launch and MTV
Networks anticipates launching MTV Chi (for young Chinese-Americans) and MTV K
(for young Korean-Americans) later this year.
"Young Americans are
increasingly diverse, multi-ethnic, and cross- cultural - they demand
entertainment that caters to their individual backgrounds," said Norman. "MTV
Desi is the first of many MTV World networks that will serve these growing
niche youth audiences with customized programming tailored specifically to
their life experiences."
"MTV Desi will be the pop culture destination
for Desis and shine a light on the young South-Asian American experience," said
Nusrat Durrani, GM/SVP, MTV World. "The launch of this customized network on a
quality platform like DirecTV will create, for the first time, a window to the
amazing creativity and passion of this culture for the rest of America. MTV
Desi will be a platform for artists from these communities as well as those who
want to reach it, and bring fresh new influences into the American pop-culture
mainstream. Young South-Asians in the US will finally be able to see themselves
on television. For MTV this is a historic opportunity."
"MTV has been
a valued and long-time programming partner and we are proud to be able to debut
this exciting new channel on DirecTV," said Aaron McNally, vice president,
International, DirecTV, Inc. "MTV Desi will enable us to offer a unique blend
of music and event programming that will speak directly to the young
South-Asian audience. This is a terrific complement to our HindiDirect package
and will help us continue to grow our international customer base in the
U.S."
The DirecTV HindiDirect residential package, which includes Star
Plus, Star One and Star News, is available for US$ 29.99 per month.
MTV Desi, along with the soon to be launched MTV Chi and MTV K, will focus on
the needs of bi-cultural Americans with an affiliation to a home country or
culture that is not catered to by American mainstream media. MTV's unique
global network of locally programmed channels offers a vast inventory of
programming in native languages which resonates and connects deeply with local
audiences. Rather than re-broadcasting existing international feeds, MTV is
drawing from its 108 channels around the world to create new channels
specifically for the U.S., adding local packaging, promos, VJs, news, music,
interviews live events and the best of its global programming to tap into the
rich transcultural nature of the target audiences in a manner that uniquely
reflects these vibrant cultures and articulates the passions of its young
people.
Nusrat Durrani is General Manager/SVP MTV World and is
overseeing MTV Desi, MTV Chi, MTV K, and future customized networks. Durrani
joined MTV Networks in 1996 and was part of the team that launched MTV's
interactive division. He was held several positions at MTV Networks during his
9 year tenure with the company including Director, Business Development and
Operations; Vice President, Strategic Partnerships; and most recently Vice
President, E-commerce for MTV, VH1, CMT and Comedy Central. Prior to joining
MTV Networks, Durrani worked in Dubai, United Arab Emirates for Al
Futtaim/Honda and before that he worked in New Delhi, India for UPTRON, the
leading electronics player in India at the time. Durrani was born in Lucknow,
India and has his MBA from the University of Lucknow and his MA in
Communications from the New York Institute of Technology.
Customers
who want to subscribe to the South Asian packages must first subscribe to the
DirecTV Basic (US$ 9.99/mo) or DirecTV Preferred Choice (US$ 29.99/mo)
international base package, or any Total Choice (US$ 41.99/mo. or above) or
DirecTV Para Todos (US$ 29.99/mo. or above) base package. The DirecTV Basic
package offers up to 50 channels including local channels (where available),
music and shopping channels. In addition to those channels offered in the Basic
package, the Preferred Choice package includes a variety of relevant
English-language channels such as ESPN, CNN, The History Channel, Food Network,
TNT, MTV and the Fox Movie Channel.
All international programming will
be broadcast from the 95-degree West Longitude (WL) orbital slot, requiring
customers to use a 36-inch dish capable of receiving programming from 95
degrees WL, as well as DirecTV's primary orbital slot at 101 degrees WL. In
some markets, customers who subscribe to a local channels package will require
a second smaller dish.
About MTV Networks:
MTV Networks owns
and operates the cable television programming services MTV: Music Television,
MTV2, mtvU, Nickelodeon, Nick at Nite/TV Land, VH1, CMT: Country Music
Television, and Spike TV, as well as The Digital Suite from MTV Networks, a
package of thirteen digital services, all of which are trademarks of MTV
Networks. MTV Networks also operates and offers joint ventures, licensing
agreements and syndication deals whereby its programming can be seen
world-wide.
About DirecTV:
DirecTV is the nation's leading
and fastest-growing digital multichannel television service provider with more
than 14.4 million customers. DirecTV and the Cyclone Design logo are registered
trademarks of DirecTV, Inc. DirecTV is a world-leading provider of digital
multichannel television entertainment. DirecTV is approximately 34 percent
owned by News Corporation..
(source: MTV)