MTV calling on Youth in Philippines


SINGAPORE -- Beginning next year, MTV will focus on Japan, Korea, India and China, which will take the bulk of new investment, MTV Networks International president Bill Roedy has indicated.

He added in an interview that the licensing agreements that have replaced joint ventures in other countries allow MTV to offer a complete range of advertising options to advertisers anywhere in the world. "Providing that opportunity is the most important part of the license," he said.

He was speaking after it was announed late last week by MTV Networks Asia Pacific that MTV has signed a licensing agreement with All Youth Channel Inc. in the Philippines following the dissolution of its MTV Philippines joint venture with National Broadcasting Corp.,

The multiyear deal begins in January, when the 7-year-old MTV Philippines will be replaced by the Singapore-based MTV Southeast Asia (SEA) service.

All Youth Channel Inc. will expand the brand through terrestrial and digital media in the Philippines, MTV said in a statement.

"The decision follows an evaluation of the business by the joint venture and offers a more efficient operating model for MTV Networks Asia Pacific to drive the long-term growth potential of the business," MTV said.

The Philippines deal is part of MTV Networks' rethinking of its priorities in Asia and follows similar agreements in the past six weeks in Taiwan, Thailand and Indonesia.

Last week, Indonesian media conglomerate Media Nusantara Citra announced a three-year agreement for exclusive rights to broadcast and produce MTV Networks Asia (MTV, VH1 and Nickelodeon) programs for free-TV, pay TV and IPTV as well as other digital platforms.

MNC also has purchased nonexclusive rights to MTV Networks Asia's merchandising business. The cooperation includes potential joint production of animated content for worldwide distribution, MNC said.

MNC, a longtime MTV partner, operates three free-TV stations in Indonesia: Global TV, RCTI and TPI.

The licensee in Thailand is another longtime joint-venture partner, Media Communications Network.

In Taiwan, Hung Hsing International Enterprise Ltd., a subsidiary of Taiwanese advertising agency Media Drive, takes over in January.MTV's regional restructure also included the trimming of 40% of its Singapore-based staff, or 10% of staff in the region. The staff cuts were announced in October. The new scaled-down regional headquarters in Singapore is staffed by 18 people. An additional 29 are involved in shared services for the region.

At the same time, Roedy said MTV is ramping up its pan-regional Viacom Brand Solutions group, which is charged with creating integrated marketing solutions for advertisers as well as its consumer products division.

"We are building the resource to take advantage of client relationships across boundaries," Roedy said.