MTV Seeks Local Revival

Viacom hopes to lift ratings and revenue at MTV Asia, by ramping up original content and local appeal through in-market partners. MTV, Viacom’s iconic youth and music brand, has faced a challenging environment as a pay-TV channel in some markets, especially in Southeast Asia.

Central to the new strategy is a local partner to identify relevant youth content.

“It doesn’t make sense for us to hire a team in Thailand and just start producing content,” says Indra Suharjono, Asia EVP and MD for Viacom International Media Networks, speaking in an interview with Asia Media http://www.asiamediajournal.com/article.php?id=585