MTV Networks had announced the launch of two of its brands – MTV and Nick – in Pakistan. While MTV is being launched through a licensing agreement with Indus Media Group (IMG), Nick would be distributed in Pakistan by ARY Digital Network.
Announcing the launches, Amit Jain, Managing Director, MTV Networks India and Executive Vice-president, MTV Networks Asia, said, “The launch of MTV and Nick in Pakistan is in keeping with MTV Networks’ strategy of expanding the footprints of our premium brands to key demographics in emerging markets in the region.”
He further said, “Apart from Pakistan, the MTV Networks brands have already built a strong viewer franchise in key South Asia markets such as Sri Lanka, Bangladesh, Maldives and Nepal and reach over 30.5 million households in the region.”
MTV Pakistan would be the 57th MTV channel across the globe. As part of the agreement, Indus Music, a Pakistani music channel, has been launched as MTV Pakistan and would be distributed across 3.5 million C&S households across Pakistan. MTV Pakistan would be headed by Ghazanfar Ali (Chairman, Indus Media Group) as its Chief Executive Officer.
MTV Pakistan will be a 24-hour, youth television channel that will reflect the tastes and interests of the Pakistan youth through a combination of Pakistani and international music videos and locally produced content, complemented by MTV’s international long-form programming such as ‘MTV Hip Hop’ and ‘MTV Brand New’. This apart, specials such as EMAs, VMAs and Lycra MTV Style Awards would also be included in programming grid.
Talking of MTV’s launch in Pakistan, Jain said, “By tapping into Pakistan’s rich local music scene, we plan to play a major role in supporting and exporting Pakistan’s incredible artists and cultural heritage around the world. We are pleased to partner with Indus Media Group to launch a brand new MTV channel that celebrates Pakistan’s vibrant musical landscape and youth culture.”
MTV Networks has also entered into a distribution agreement with ARY Digital Networks to distribute Nick in Pakistan. Nick is the world’s leading entertainment brand for kids reaching out to 198 million households in 169 territories and enjoying leadership position in nearly every market’s leading entertainment brand for kids.
Speaking on Nick’s launch in Pakistan, Jain said, “With an approach that puts ‘kids first’, Nick is known for its ‘safe-for-kids-viewing’ programming and takes pride in meaningfully engaging and entertaining millions of kids, worldwide. We are glad to extend Nick’s quality Edu-tainment programming to the kids in Pakistan.”
Launched in 2001, Indus Music has over the years effectively proven that Pakistani music has a lot to offer. In terms of format, Indus Music compares with any international popular music channel offering round-the-clock-music – interactive VJs, celebrity interviews, comic fillers, theme shows, highly imaginative animations, live concerts and is the home of the only Pakistani music awards – the Indus Music Awards.