MTV digital nets tune into Asian niche auds

First three services slated to bow next year

MTV Networks is gearing up to launch a series of digital channels targeting different Asian-American populations living in the U.S.

Services, the first three of which are slated to bow next year, will showcase music and programming from MTV’s suite of international channels, repackaged and translated for Stateside English-speaking auds. MTV Nets has tapped Nusrat Durrani to oversee the operation as senior VP-general manager of MTV World.

First channel to launch will be MTV Desi, serving Indian-American auds, followed by MTV China and MTV Korea. MTV will tailor the channels to domestic auds — as opposed to rebroadcasting existing international feeds — adding local VJs, music and live events.

Distribution deals have not yet been announced.

“We live in an increasingly diverse and multicultural country where conversations at the dinner table and in the living room are more and more taking place in Chinese, Hindi, Urdu and Korean,” said MTV Networks chair-CEO Judy McGrath. Durrani has spent eight years at MTV Networks, in which he helped to launch an interactive division and held positions in business development, strategic partnerships and e-commerce for MTV, VH1, CMT and Comedy Central.

More TV

  • RuPaul

    'RuPaul's Drag Race' Producers to Develop Comedy Film, Announce 'Drag Race Thailand'

    MTV Networks is gearing up to launch a series of digital channels targeting different Asian-American populations living in the U.S. Services, the first three of which are slated to bow next year, will showcase music and programming from MTV’s suite of international channels, repackaged and translated for Stateside English-speaking auds. MTV Nets has tapped Nusrat […]

  • 'Shannara Chronciles' Canceled After Two Seasons

    'Shannara Chronicles' Canceled After Two Seasons

    MTV Networks is gearing up to launch a series of digital channels targeting different Asian-American populations living in the U.S. Services, the first three of which are slated to bow next year, will showcase music and programming from MTV’s suite of international channels, repackaged and translated for Stateside English-speaking auds. MTV Nets has tapped Nusrat […]

  • Ignacio SerricchioBET 'Zoe Ever After' Panel

    Telemundo International Studios Unveils First Drama Series at NATPE

    MTV Networks is gearing up to launch a series of digital channels targeting different Asian-American populations living in the U.S. Services, the first three of which are slated to bow next year, will showcase music and programming from MTV’s suite of international channels, repackaged and translated for Stateside English-speaking auds. MTV Nets has tapped Nusrat […]

  • Black Lightning -- "LaWanda: The Book

    TV Review: 'Black Lightning' on the CW

    MTV Networks is gearing up to launch a series of digital channels targeting different Asian-American populations living in the U.S. Services, the first three of which are slated to bow next year, will showcase music and programming from MTV’s suite of international channels, repackaged and translated for Stateside English-speaking auds. MTV Nets has tapped Nusrat […]

  • EVERYTHING SUCKS!

    TV News Roundup: Netflix Releases Premiere Date, Trailer For '90s Comedy 'Everything Sucks!'

    MTV Networks is gearing up to launch a series of digital channels targeting different Asian-American populations living in the U.S. Services, the first three of which are slated to bow next year, will showcase music and programming from MTV’s suite of international channels, repackaged and translated for Stateside English-speaking auds. MTV Nets has tapped Nusrat […]

  • DEADPOOL

    MPAA: Film, TV Industry Paid Out $49 Billion in 2016

    MTV Networks is gearing up to launch a series of digital channels targeting different Asian-American populations living in the U.S. Services, the first three of which are slated to bow next year, will showcase music and programming from MTV’s suite of international channels, repackaged and translated for Stateside English-speaking auds. MTV Nets has tapped Nusrat […]

  • J.J. Abrams Broadway

    J.J. Abrams Sci-Fi Drama Series Shopped to Apple, HBO

    MTV Networks is gearing up to launch a series of digital channels targeting different Asian-American populations living in the U.S. Services, the first three of which are slated to bow next year, will showcase music and programming from MTV’s suite of international channels, repackaged and translated for Stateside English-speaking auds. MTV Nets has tapped Nusrat […]

More From Our Brands

Access exclusive content