MTV launches channel in Pakistan


LONDON -- MTV Networks International will launch its 56th branded music channel in Pakistan on Tuesday, MTVNI president Bill Roedy said Monday. The 24-hour channel, which will air to 3.5 million Pakistani homes, will be joined by a new local version of kids channel Nickelodeon that will air to 2.5 million homes in the country.

The multi-year licensing agreement with Karachi-based Indus media and the new MTV channel will replace the existing Indus Music, when it launches this week.

"This channel will be driven by local Pakistani management and will be totally reflective of what that culture wants," said Roedy.

"We're not invading the culture - it's very much reflective of what that culture wants," he added, saying that the channel would air a mixture of local and international music and entertainment shows and would include such

MTV set pieces as the MTV Europe Music Awards and the MTV Video Music Awards.

"I'm very excited about the local music there," Roedy concluded.