Cabler brings irreverent style to Moscow, St. Petersburg markets
NEW YORK — MTV will launch a free-to-air network in Russia at midnight (Moscow time) on Saturday.
Through a multiyear licensing deal with Biz Enterprises, MTV Russia will be seen seven days a week in more than 10 million households throughout Moscow (TeleExpo and UHF 38) and St. Petersburg (UHF 51).
The channel will be tailored to the music tastes and lifestyles of Russians 14-34 years old. MTV will produce and program the service with relevant local content from its Moscow production base.
MTV Russia will feature an even mixture of Russian and international musicvideos, from local artists such as Splin and DJ Groove to such international acts as U2, Madonna, Bjork and Backstreet Boys.
The VJs of MTV Russia — Lika Dlugach, Olga Shelest, Tutta Larsen and Anton Kamolov — will cover the local music scene and introduce programming reflecting MTV’s irreverent style.
Alexander Anatolyevich will be MTV’s local news anchor, delivering daily music, entertainment and lifestyle reports, as well as “News Block Weekly.”
MTV Russia will also feature an anti-hit parade consisting of the most notorious musicvideo clips; “Vitamin MTV,” a review of the most interesting events in the world of art and pop culture; and “Dnevnoy Kapriz Weekend,” in which VJs randomly call viewers at home.
The network will also showcase some of MTV’s more popular programs, such as “Beavis & Butt-head,” The MTV Video Music Awards” and “The MTV Europe Music Awards.