MTV Vietnam to increase localised programming

Its plans include local productions, on-ground events, and an enhanced range of programmes that cater specifically for the Vietnamese youth market.

Launched by Viacom International Media Networks, the MTV service is available 24 hours a day to over 900,000 cable TV households, via cable operators VTCV, HCTV, K+, VTC, MyTV and HCATV. The content will be produced and broadcast by UTV, the exclusive agent for MTV in Vietnam since 1998.

The channel debuted with MTV Thích Mê, a local music request show. The Vietnam-produced show will feature during a regular two-hour programming block during primetime on weekdays. The new channel will also feature local and international music programmes like Seoul Sundays and MTV World Stage.

Further enhancing the local content, the channel will also kick off a national music video competition in August. The competition will bring together 32 leading acts and the country's best behind-the-scenes industry talent including as composers, directors and producers. They will create and compete for the best local video.

Indra Suharjono, executive vice-president and managing director of North and Southeast Asia at Viacom International Media Networks, said, “Vietnam is a vibrant market with a great emerging local music scene, and we are proud to work with UTV to further strengthen our brand experience and connection with Vietnamese music, cable operators and advertisers."

Long Vu, director of Cable Editorial Board, Vietnam Television, said, “the channel’s launch shows MTV’s long-term commitment to the youth and the local entertainment industry by bringing modern and dynamic content that resonates with the local audience while remaining culturally suitable. We are confident of the success of our partnership with MTV and UTV,” he added.