×

MTV Brazil Heads to Viacom Intl.

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.

More TV

  • An Emmy statue stands outside the

    How to Watch the 2019 Emmy Nominations

    Ken Jeong and D’Arcy Carden are gearing up to present 71st Primetime Emmy Awards nominations, and cord cutters can still tune in to find out who might take home TV’s top honors. The nomination ceremony will begin on Tuesday at 8:30 a.m. PT/ 11:30 a.m. ET from the Saban Media Center in Los Angeles. Jeong [...]

  • NBC News - Quibi

    NBC News to Produce Two Daily Shows for Jeffrey Katzenberg’s Quibi

    NBC News has joined Quibi’s ambitious bid to build a mobile subscription TV service. NBCUniversal’s news division plans to build a custom set at 30 Rock where it will produce daily morning and evening newscasts, seven days per week, for Quibi, the well-funded mobile video startup from chairman Jeffrey Katzenberg and CEO Meg Whitman. The [...]

  • David Harbour Comedy Special 2019

    TV Review: 'Frankenstein's Monster's Monster, Frankenstein'

    One thing the new mockumentary “Frankenstein’s Monster’s Monster, Frankenstein” does quite well is prove that there are perks to appearing on a streaming service’s signature hit. David Harbour, the stolid and familiar presence from Netflix’s “Stranger Things,” is given the opportunity to cut loose here with a broad, loopy half-hour that feels a bit like [...]

  • BAFTA headquarters at 195 Piccadilly, London

    BAFTA Undertakes Major Renovation of Its London Headquarters

    BAFTA has undertaken a major renovation of its London headquarters that will double the building’s capacity and increase space devoted to the British academy’s programs to promote skills training and new talent. Work has already begun on the $31 million overhaul, which is expected to take two years. In the interim, BAFTA will relocate its [...]

  • Picture shows: MAKING OF - Underwater

    Netflix Orders 'Oceans' Natural History Series From 'Blue Planet II' Creator

    Netflix has ordered a multi-part natural history series on the world’s oceans from Freeborne Media, the production outfit of acclaimed natural-history producer James Honeyborne, who created “Blue Planet II.” Each of the series’ episodes will focus on a different ocean, “combining the disciplines of oceanography, geography and earth sciences to experience these characteristics in new [...]

  • 13 REASONS WHY

    Netflix Revises Controversial '13 Reasons Why' Suicide Scene

    Netflix has edited the controversial suicide scene from “Thirteen Reasons Why” two years after the show originally premiered. “We’ve heard from many young people that ’13 Reasons Why’ encouraged them to start conversations about difficult issues like depression and suicide and get help—often for the first time,” Netflix said in a statement Monday. “As we [...]

  • Russell Tovey on His 'Arrogant and

    Russell Tovey on His 'Arrogant and Heroic' 'Years and Years' Character

    SPOILER ALERT: Do not read if you have not yet watched the fourth episode of “Years and Years.” Russell T. Davies’ limited series “Years and Years” began with a birth, but it did not wait until the finale to book-end the story with a death. In the fourth episode of the multi-year spanning family drama, [...]

More From Our Brands

Access exclusive content