MTV returns to PH as MTV Pinoy
After an absence of three years, MTV is returning to the Philippines in January 2014 as MTV Pinoy.
From previously showing a regional feed on our local cable networks the past few years, MTV Asia will once again be a dedicated Filipino channel estimated to reach 1.22 million Filipino households.
“We have a strong MTV fan base from the Philippines so this move demonstrates our commitment to strengthen local programming and cater to the specific viewing preferences of Filipino millennial,” said Indra Suharjono executive vice president and managing director of VIMN Asia, the parent company of MTV in Asia.
Partners with Viva
In the Philippines, MTV is partnering with Viva Communications, Inc. to collaborate on local productions, events, marketing and advertising sales.
“It is vital for us to find the right partner who is not only able to help extend MTV’s presence and deepen our brand engagement, but shares the same synergy as we continue to promote and reflect local and cultural tastes and music talents across the region,” Suharjono added.
Vic Del Rosario Jr., chairman and CEO of Viva Communications, Inc. said, "We are very excited to collaborate with VIMN to launch such an iconic youth entertainment brand like MTV by leveraging our strengths in local production and our strong relationships with agencies and advertisers."
Local VJs named
MTV Pinoy will feature a weekly show called “100% Pinoy” in addition to the current programming from MTV Asia.
Also in the pipeline are other local productions and on-ground events and programs.
An MTV VJ Hunt has been set, with winners joining newly tapped VJs Sam Pinto, Yassi Pressman, Andre Paras and Josh Padilla.
Showcased Pinoy talents to a foreign audience
MTV has helped the Philippine music scene flourish in the past by showcasing the best of Pinoy artists to foreign audiences.
The network has flown the likes of Parokya Ni Edgar, Bamboo, Rivermaya to MTV Asia Award shows outside of the Philippines. It was also responsible for boosting Rivermaya’s Asian career in 2005 when the band performed at the awards show in Thailand.
MTV Philippines bowed out of the local scene in 2010 after broadcasting for nine years.
