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MTV Launched in Middle East & North Africa

News Helpline | August, 23 2012

After driving crazy the youths of India, MTV India is stepping in foreign land. IndiaCast, TV18 and Viacom18’s venture, announced the launch of the international version of MTV India in the Middle East and North Africa (MENA) region in the month of August, 2012. MTV India is the Indian version of MTV, a channel specialising in music, reality, and youth culture programming. It was launched in 1996 and is now part of the Viacom 18 Media Pvt. Ltd based in Mumbai, a 50/50 joint venture operation between Viacom Inc. and Network TV 18. "MTV India" is one of the oldest Music Television Networks in Asia.

Speaking about this launch, Gaurav Gandhi, COO – IndiaCast, said, “Indians are passionate about their music and Hindi Music in particular has a huge following both in India and overseas. The launch of MTV India in the Middle East & North Africa region, will give an opportunity for the South Asian and other audiences to connect with the Indian music and reality programming that they love most. MTV India is our second brand in the region and we intend to grow our presence here with more offerings from our extensive news and regional channel portfolio in the near future.”

Adding to this, Aditya Swamy, Business Head - MTV, said, “MTV India has constantly engaged and entertained young India and now the opportunity to do so with young people in the other countries is very exciting. While we will leverage our cult franchises such as Roadies, Unplugged and Rush in these markets, we will also look at some region specific initiatives which will resonate with the local audience.”

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