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.

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