Asia’s MTV kudos

New awards show will rock 'n' roll whole region

SINGAPORE — MTV Asia has revealed plans for its first pan-Asian kudocast in Singapore on Feb. 2, capping similar events in the territory.

Its existing local music awards — CCTV-MTV Music Honors in China, MTV Pilipinas in the Philippines, MTV Penghargaan in Indonesia and MTV Mandarin Music Awards in Taiwan — reap brand benefits for network and sponsors, and are pretty profitable.

MTV Asia prexy Frank Brown doesn’t disclose exact numbers, saying only each breaks “deep into six figures in U.S. dollars,” no mean feat in an industry still struggling to make money in the region.

And hopes are high for the profitability of the new awards show, which will be telecast in front of a live audience of 7,000 at Singapore’s Indoor Stadium, with over 270 million watching regionwide and a potential global audience of 1 billion.

Brown says: “The time has come for a pan-Asia event celebrating music achievements, as well as the triumphs and trendsetters representing … youth culture across the region. This is our contribution to the reversal of the export flow of music and creativity from East to West.”

The awards will include 10 for Asian artists, six for international artists, a fashion award and an inspiration award, unique to this event.

Pop star and MTV host Mandy Moore will be one of the anchors, with no Asian co-hosts as yet. “We’re not going to be phobic about where hosts come from,” says Brown, although local relevance is very much an issue in many Asian markets.

Discussions are still taking place about the inclusion of MTV Japan, which does not come under the auspices of MTV Asia. But with Panasonic and Mitsubishi Motors already onboard as sponsors, Brown is confident.

He believes the MTV brand rises above the issue of too many kudocasts, making it the automatic choice to launch such an event.

“Building on our expertise in world-class awards shows such as the Video Music Awards and Europe Music Awards, MTV has long had the vision to create the first pan-regional awards show for the youth audience in Asia.”

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