SINGAPORE — MTV Asia is upping its presence in South Korea and the Philippines to 24 hours a day by switching partners and is using its clout to extend the penetration of sister web Nickelodeon in the region.
The new alliances mean MTV Asia now has seven full-time channels with a combined reach of 120 million homes.
“There is not much room to grow the number of homes so we’re focusing on expanding our depth,” says MTV Networks Asia president Frank Brown.
In Korea, MTV ended a five-year relationship with CJ Entertainment (its programming had aired for four hours daily on CJE’s cable web M-Net) and moved to On Media’s ongamenet in January. “We will have the opportunity to extend to 24 hours in the middle of this year,” Brown says.
In the Philippines, MTV now has full carriage on Mediaquest’s Channel 41, after having a daily 12-hour block on the leading terrestrial broadcaster’s ABS-CBN’s Studio 23 for the past five years.
After taking over operational responsibility for Nickelodeon in Asia earlier this year, MTV is wielding its influence to increase Nick’s distribution.
The first fruits of harnessing the siblings became evident when Nick launched in Singapore March 9 on Singapore Cable Vision’s platform.
“We did one combined deal, renewing MTV and securing a multiyear commitment for Nickelodeon,” says Brown of negotiations with SCV.
Nick is still unavailable in China, Korea and Taiwan, but Brown is confident he will eventually bring the kids’ channel to those territories.
In addition, the exec says Nick’s advertising sales will benefit as they’ll be repped by MTV Networks Asia’s 325-strong workforce in the region rather than its own 25 staffers.