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MTV's African channel to debut
22/02/2005 13:11 - (SA)
Johannesburg - MTV's first African channel goes on the air on Tuesday, showcasing young artists such as Nigeria's 2face and South Africa's pop star Lebo to young audiences in 50 countries across the continent.
The inaugural broadcast of "MTV base", carried by MultiChoice Africa and three other satellite networks, will be beamed live from 20:00 across the continent in a gala launch held in Johannesburg, bringing African music and entertainment to more than 1.3 million households.
Dedicated to Africa
Although MTV already broadcasts "MTV Europe" throughout Africa, never before has there been a channel dedicated solely to the continent, says Linda Vermaas, MultiChoice's content manager.
"In the pay TV business it's all about consumer demand and we add channels based on ongoing independent market research, and certainly a gap in the market exists," Vermaas told AFP.
"MTV base" - MTV's 100th channel since its launch in 1981 - can perhaps do for African stars what the music network did for Madonna in the 1980s, when videos started propelling music careers.
Featuring similar programme content that has made the music channel a hit across the globe for the last 23 years, it will include profiles on hot emerging talent, top 10 videos chosen by African artists, other artists and viewers as well as a programme on the legends of African music.
Young viewers will also have the chance to "hang" with popular British DJ Trevor Nelson, as he meets and interviews top urban stars.
'Tailor-made for Africa'
"It's a channel that has been tailor-made for the continent and will among others, profile African artists world-wide and give them a platform," says Colleen Goodman, brand manager at MultiChoice.
"Commitment to encouraging and developing grassroots African music talent is a major part of MTV base's agenda," MTV said in a statement, released last month in Johannesburg.
"The channel's music playlist will include videos from African artists such as Femi Kuti of Nigeria, Magic System of Ivory Coast, SSP of Angola... and Angelique Kidjo of Benin," it added.
It will also see new emerging stars being placed under the spotlight including South Africa's popular pop celebrity Lebo Mathosa and 2face from Nigeria.
South African media analysts here however say they have mixed feelings on MTV's latest addition, calling it both "challenging and rewarding".
"It's challenging because of the extreme cultural and socio-economic inequalities that exists on the continent - few people have the money to afford satellite television," says Elva Gomez Ve Sibandze, a senior researcher specialising in reality television, based at the eastern University of KwaZulu-Natal.
- AFP
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South Africa
