MTV Networks APAC announces new structure to drive localisation strategy

MTV Networks APAC announces new structure to drive localisation strategy

Author | exchange4media Mumbai Bureau | Thursday, Oct 12,2006 8:24 AM

MTV Networks APAC announces new structure to drive localisation strategy

MTV Networks Asia Pacific has announced a realignment of its Singapore-based operations to advance the company’s on-going localisation strategy throughout the region. The new structure will see regional functions and corporate roles decentralised from Singapore in order to shift the focus of resources to local markets and fully empower local operations to drive all their TV and digital media businesses.

“The distinct market dynamics in Asia demand that our local teams are fully resourced to drive our TV and digital media businesses to the next stage of growth,” said William H Roedy, President, MTV Networks International. “An evolution of our localisation strategy, the new structure further decentralises our operations in order to improve our operating effectiveness in local markets, which will, in turn, enhance our audience connections and business performance,” he further said.

MTV Networks Asia Pacific also confirmed that Nigel Robbins had decided to step down from his role as President, but remain with the company through the end of the year to support the transition efforts. Steven Tan, Executive Vice-president/Chief Operating Officer, MTV Networks Asia, will lead the business until a replacement for Robbins is found.

Singapore will continue to be the base for the streamlined corporate group, as well as a new unit to manage MTV and Nickelodeon’s South East Asia TV and digital media businesses and the Viacom Brand Solutions (VBS) pan-regional ad sales unit. This group will include creative, production, talent, research and brand expertise, to continue to create innovative, multi-platform marketing solutions for pan-Asia clients.

MTV Networks Asia Pacific, which oversees the operation of 22 television networks and programming blocks, 17 websites, and various Asia-specific digital media platforms, informed employees of the structural changes on Wednesday. As a result of the changes, permanent positions across a number of departments were made redundant.

Roedy further said, “Sadly, this means that we will be losing a number of valued colleagues and friends in our Singapore operation who have shown tremendous passion and dedication to our brands and audiences. I want to recognise the important contributions of our regional and corporate teams in Singapore, who have played a key role in pioneering our operations throughout Asia and establishing MTV, Vh1 and Nickelodeon as leading multimedia brands in the region.”

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