Viacom International Media Networks re-launched the youth entertainment channel MTV in Russia Tuesday as a fully owned and operated VIMN channel. MTV was previously operated in the region under license.
MTV has debuted with a new look and feel through key local distribution partnerships including Rostelecom, NTV Plus and Megafon, and will now reach more than 2.3 million households across the country.
Offering Russian youth the full MTV brand experience for the first time, the channel will feature a mix of local content–including locally commissioned and produced flagship music show, “MTV Top 20”–alongside the brand’s global programming dubbed in Russian.
About thirty-five percent of the channel’s schedule will feature local and international music, live music and music videos.
“Russia is a high growth market and key investment priority for VIMN, and the launch of our first-ever owned and operated MTV main channel, together with the success of Nickelodeon and Paramount Comedy, not only demonstrates our commitment to the market, but is also testament to our Moscow- and London-based team’s vision and dedication,” says David Lynn, executive vice president and managing director, VIMN U.K. “It’s fitting that as we celebrate 15 years in the market, Russian audiences are able to enjoy our three powerhouse global brands–MTV, Nickelodeon and Paramount Comedy–as truly authentic, globally aligned channels.”