LONDON — MTV Europe has inked a distribution deal with the Italian terrestrial net Rete A, a move that will allow the music TV web access to approximately 12 million Italian households 24 hours a day come Sept. 1.

MTVE’s southern European service is currently distributed in Italy nine hours daily on the terrestrial Telepiu 3, which reaches about 11 million Italian homes, has a less broad national footprint than Rete A, and is encrypted for its non-MTVE hours.

MTVE will continue to air on Telepiu’s digital platform, which presently has 45,000 subscribers.

MTVE has also announced a new managing director for the southern service, Antonio Campo Dall’Orto, who will be based in Milan. Campo Dall’Orto was a VP for programming at the Italian terrestrial Canale 5.

Brent Hansen, prexy and chief exec for MTV Networks Europe, said: “Our agreement with Rete A will dramatically increase MTV’s distribution in Italy … with the opportunity to explore many new programming initiatives for Italy and fill an unserved niche — music.”

MTVE is structured with a dedicated southern, central and northern European service. The southern service is presently only available in Italy. The northern service includes the U.K., but a dedicated U.K. service is planned for launch late this year

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