MTV hits bum note with fans

Move to China feed will help ad sales, alienates viewers

HONG KONG — Music fans here are fuming after MTV replaced its MTV Mandarin feed, which airs cutting-edge Taiwanese content, with what they consider to be the more mainstream MTV China.

MTV Mandarin splits its airtime 70/30 in favor of Taiwan music, with the rest from the U.S. and Europe, while MTV China offers 30% from China, 35% from Hong Kong and Taiwan, 30% from the U.S. and Europe and 5% from Japan.

The Oct. 1 decision sparked complaints, but MTV insist the move makes sense: MTV China won expanded landing rights in China’s southern province of Guangdong — right next to Hong Kong — earlier this year. Before that it was available across the mainland only in hotels and diplomatic compounds.

“We had to think longer term, and Guangdong and Hong Kong are more linked politically and economically,” says Jessica Kam, deputy general manager of MTV China. “The channel is programmed for both places so it’s much more relevant to Hong Kong.”

The move will help its ad sales. “Now advertisers and (music) labels have a platform to showcase Cantonese talents,” she says. “And more advertisers are looking for a Hong Kong/Guangdong buy than a Hong Kong/Taiwan buy.”

Hong Kong and Guangdong residents share the same common dialect, but Taiwan doesn’t.

In Guangdong, there have been few complaints, unlike Hong Kong, where fans are having a hard time adjusting.

“The complaints are understandable, as they are when anything undergoes sudden change,” says Kam. “But we want to provide a window for China.”

More TV

  • Morgan Spurlock Sexual Misconduct

    Morgan Spurlock's TNT Series 'Who Rules the World' Halts Production

    HONG KONG — Music fans here are fuming after MTV replaced its MTV Mandarin feed, which airs cutting-edge Taiwanese content, with what they consider to be the more mainstream MTV China. MTV Mandarin splits its airtime 70/30 in favor of Taiwan music, with the rest from the U.S. and Europe, while MTV China offers 30% […]

  • George Clooney Matt Charman

    Watergate Series in the Works at Netflix From George Clooney, Matt Charman

    HONG KONG — Music fans here are fuming after MTV replaced its MTV Mandarin feed, which airs cutting-edge Taiwanese content, with what they consider to be the more mainstream MTV China. MTV Mandarin splits its airtime 70/30 in favor of Taiwan music, with the rest from the U.S. and Europe, while MTV China offers 30% […]

  • The Chi

    TV News Roundup: Showtime Offers Early Look at Series Premiere of 'The Chi'

    HONG KONG — Music fans here are fuming after MTV replaced its MTV Mandarin feed, which airs cutting-edge Taiwanese content, with what they consider to be the more mainstream MTV China. MTV Mandarin splits its airtime 70/30 in favor of Taiwan music, with the rest from the U.S. and Europe, while MTV China offers 30% […]

  • Sam Esmail Remote Controlled Podcast

    Remote Controlled: 'Mr. Robot' Creator Reflects on Season 3, Previews Season 4

    HONG KONG — Music fans here are fuming after MTV replaced its MTV Mandarin feed, which airs cutting-edge Taiwanese content, with what they consider to be the more mainstream MTV China. MTV Mandarin splits its airtime 70/30 in favor of Taiwan music, with the rest from the U.S. and Europe, while MTV China offers 30% […]

  • Thomas Ferguson

    Endemol Shine Names Thomas Ferguson VP of Licensing, Partnerships

    HONG KONG — Music fans here are fuming after MTV replaced its MTV Mandarin feed, which airs cutting-edge Taiwanese content, with what they consider to be the more mainstream MTV China. MTV Mandarin splits its airtime 70/30 in favor of Taiwan music, with the rest from the U.S. and Europe, while MTV China offers 30% […]

  • Bob Iger Rupert Murdoch

    International Newswire: So Where Does Disney-Fox Pact Leave International?

    HONG KONG — Music fans here are fuming after MTV replaced its MTV Mandarin feed, which airs cutting-edge Taiwanese content, with what they consider to be the more mainstream MTV China. MTV Mandarin splits its airtime 70/30 in favor of Taiwan music, with the rest from the U.S. and Europe, while MTV China offers 30% […]

More From Our Brands

Access exclusive content