MTV Brazil Heads to Viacom Intl.

"JWOWW and Snooki" MTV

Move fueled by huge pay TV growth; October relaunch includes new programs, 'Snooki' in Portuguese

With a 168% growth in Brazil’s pay TV market over the past five years, Viacom Intl. Media Networks (VIMN) has taken control of MTV Brazil, which will launch across key cable operators on Oct. 1.

VIMN has dissolved its licensing pact with local media conglom Grupo Abril, which owned and controlled the network since 1990. Under Grupo Abril, MTV Brazil was among four MTV versions available in free-to-air terrestrial television worldwide, but its ratings had been declining.

Sofia Ioannou, managing director of VIMN – The Americas, said, “The key differentiator of the new MTV is our ‘glocal’ strategy,” i.e., the combination of global and local content. The new MTV Brazil will feature more than 350 hours of millennial-targeted local productions and MTV’s global programming hits, dubbed into Portuguese for the first time.

VIMN has a strong presence in Brazil, where its popular channels Nickelodeon, VH1 and Comedy Central are available in 84% of pay TV households, in addition to its many digital media offerings.

“Part of the strategy is for our (MTV) content to cross borders,” said Ioannou. “We’re confident our local productions could drive value in markets like Portugal and Spain.”

New programming grid will be broken down into 40% original local productions, 50% MTV global hits and 10% music.

Original shows in development or production include a daily talkshow, a sitcom, a celeb reality series, and extreme-sports-inspired series. These will be supplemented by local versions of Viacom formats, including “Catfish,” Guy Code” and “Pranked.”

For the first time, “Jersey Shore” spinoff, “Snooki & JWOWW,” will be dubbed in Portuguese. “Jersey Shore” was one of the top five shows on MTV Brazil under Grupo Abril.

Music programming will include such formats as “Worldstage,” a live event music series featuring multi-genre talents from around the globe.

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  1. Fernando says:

    I live in Brazil and followed the whole history of MTV in Brazil, from the beginning.
    In fact, the Brazilian version of MTV was a little different from his mother. MTV Brazil produced almost all of its programming, which has been successful for many years, including exporting various formats to other MTV’s around the world. It was broadcast on open TV, besides the cable. The real reason by the Grupo Abril April dissolve it their mismanagement in recent years face the competition from Internet / Youtube. Only music videos do not support more the model. The programs come from “outside” have always been rejected and had low ratings. The social reality of the country is different. TV shows is not like movie. Doub programs to portuguese? Wrong choice… I advice: we preffer subtitles, doub its only to a 5 years children … RIP MTV Brazil

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