MTV adds African flavour
2004-10-26 11:42
Johannesburg - MTV Networks Europe is to launch a localised version of its highly successful urban music service, MTV Base, in Africa.
The channel will initially be broadcast via satellite to 48 countries in sub-Saharan Africa from February 2005 via MultiChoice's DStv platform.
The 24-hour, English language music TV channel will reflect the tastes and interests of African youth via a combination of African and international music videos and locally produced content.
MTV Base will also provide a platform for a variety of African music genres alongside diverse international urban artists including Alicia Keys, Jay-Z, Sean Paul, IAM, Passi and Saian Supa Crew.
The channel will also premiere a new series of local HIV/Aids awareness and prevention messages, in addition to airing long- and short-form programming from MTV International's award-winning Staying Alive series.
"MTV has had a presence in Africa since 1995 and the launch of MTV Base will complement MTV's existing service in the marketplace whilst providing African youth with a bespoke, high quality, relevant African music programming that benefits from MTV's unique production values, global programming and unrivalled artist access," said Brent Hansen, President & Chief Executive of MTV Networks Europe.
"MultiChoice Africa has a long-standing relationship with MTV Networks Europe, and we are proud of our role in helping to build the MTV brand across the African continent," said Linda Vermaas, Head of Content at MultiChoice.
MTV Base joins MTV European, an English language MTV channel that will continue to be available in the region. At launch, MTV Base will reportedly reach approximately 1.3 million households across sub-Saharan Africa.
- News24