MTV seeks Asian talent for IDs


HONG KONG -- MTV launched a campaign inviting young Asian artists to produce MTV idents (MIDs), representing an emblem of MTV identity and incorporating the MTV logo, to begin airing April 1, MTV said Wednesday.

"MTV is no longer a one-way TV channel. We are relevant and interactive -- our viewers' best friend," said Andrew Lo, creative director for on-air promotions, MTV Asia.

Lo added that for the first time the artist’s name would be displayed on-air at the end of the MID, something previously not even done for well-known artists.

The program is entitled "MTV+Me" and entries can be submitted through the MTV Web site before selection by the channel's content and creative department. Entries have already been received from India, Portugal, Malaysia and Singapore.