MTV Russia set to bask in E! glitz

Pact begins May 15

E! Networks has unveiled a two-year programming deal with MTV Russia that will make available 250 hours of E! series to auds in Russia and the various countries of the CIS.

Deal, which was made at the recent Mip TV trade show in Cannes, was announced Tuesday by Duccio Donati, VP of international for E! Networks, and by Leonid Yurgelas, general manager for MTV Networks Russia. Terms of the deal were not available.

Beginning May 15, MTV Russia will air E! and Style celebrity-themed shows including the “101” countdown miniseries, “The E! True Hollywood Story,” “Style Star” and “E! Entertainment Specials.”

“E! shows are a perfect fit for MTV Russia with their high appeal to the desirable younger demo group,” Donati said.

E! boasts a number of foreign spinoff channels in Europe, the Mideast, Asia and Latin America, but none in Russia or the CIS. MTV Russia, which launched in September 1998, is seen in more than 33 million households in 543 cities throughout Russia the CIS.