AMSTERDAM — Pan Euro music broadcaster MTV Networks Europe and UPCtv, the programming arm of private broadband outfit United Pan Europe Communications, have inked a deal to produce and distribute two new channels aimed at the Polish market.
Under terms of the 50/50 joint venture, UPCtv’s Polish Atomic TV music channel and MTV’s European feed, which now captures 1.4 million homes in Poland via cable and satellite, will merge to create a single 24-hour music channel, MTV Polska.
The channel, to be produced in the Polish language and targeted specifically to Polish youth, will be launched in July. As part of MTV’s continuing push toward regionalization, the Polish-language version of MTV’s VH1, its 25-44-year-old targeted channel, will tail on that launch.
The two channels will be produced out of Atomic’s production base in Warsaw, distributed via UPC-owned Wizja TV DTH and analog cable platforms and other cable operators, with transmission and uplink provided by MTV’s broadcast service center in London.
The new partnership will also be responsible for the creation and distribution of new MTV- and VH1-branded Web sites and will act as a distribution agent in Poland for MTV Networks Europe’s digital channel portfolio, including M2, MTV Extra, MTV Base and VH1 Classic.