MUMBAI: MTV Networks has launched its music channel MTV and kids channel 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.
MTV Networks India managing director and MTV Networks Asia executive vice president Amit Jain 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. 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 in 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, Pakistan’s 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 Indus Media Group chairman Ghazanfar Ali, as its CEO.
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 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 the MTV launch in Pakistan, Jain added, “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.”
Speaking on Nick’s launch in Pakistan, he 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.”