MTV seems to be international for success
Two of MTV Italia’s highest-rated shows are “MTV Kitchen” and “TRL Milan.”The weekly “Kitchen,” hosted by Andrea Pezzi, capitalizes on the well-known Italian love of food, and features celebrities (including local notables Gavino Sanna and Valentino Rossi) cooking, drinking and chatting between videos. “TRL Milan” — based loosely on America’s “Total Request Live” — has become a huge Italian phenomenon, says one MTV exec. Staged weekdays in a studio overlooking the Duomo Piazza, it attracts so many teens that producers frequently have to bar the doors. Top acts, including Britney Spears and Blink-182, have appeared. “Cheerful Morning” may seem an unusual moniker for a series in Russia, which has been beset by social and economic problems since the breakup of the Soviet Union, but MTV Russia’s show is the most popular daily program in Moscow. In addition to the usual musicvideos, VJs chat with guests talking about entertainment; interactive elements include viewers calling in their opinions. “Twelve Angry Viewers” — perhaps a more accurate reflection of the Russian mood — is another MTV Russia hit. This Sunday night hour mixes average folks with familiar Moscow cultural figures, offering pointed and often intellectual opinions on vids.