discop link • #11

new kid on the blockMTV HUNGARYFOR SUCCESSBy Bob JenkinsThese days the opening of a new channel hardlyconstitutes news, but the recent launch of MTVHungary throws a revealing light on the group'schannel plans for the entire region. Bob Jenkinstalks to Bhavneet Singh, managing director andsenior vice president, emerging markets, MTVNetworks International, to find out more.Bhavneet Singh is managing directorand senior vice president,emerging markets, MTV NetworksInternational. As such, he heads upthe division responsible for channeloperations in Russia, Central andEastern Europe and the Middle East.And, reveals Singh, "our channelstrategy is always the same; that is, tobuild a portfolio of channels servingthe demographic they are designed toserve. We have," he continues, "threedifferent demographic groups weserve; kids with the range of Nickelodeonbrands, youth with brands suchas MTV and Viva, and older audienceswith channels such as VHI, Spike, andComedy Central."Although Singh insists,"we do put a lot of researcheffort and work into decidingwhich channels are rightto launch next, and in whichterritories," he also acceptsthat, "there is, however, nodenying that sometimes ithappens more naturally,and MTV Hungary is a casein point." He goes on toexplain, "When we boughtViva, we bought a wellestablished and successfulHungarian music channel.And so, for a time, we feltthere was neither room nor demandfor MTV."Several factors combined tochange that perception. "Firstly," saysSingh, "the ad market in Hungary isstable, not growing that quickly, butstable, and research told us thatthere was a gap in the youth musicmarket for something that looked andfelt more edgy and Western - but inHungarian!" The killer observationthough, was, he reveals, "the digitalmarket was growing quite quickly,offering important ancillary opportunitiesfor our businesses."Outlining the importance of thisobservation to the decision to launchBhavneet Singh, Managing Director &Senior Vice-President, Emerging MarketsGroup, MTV Networks InternationalMTV Hungary, Singh explains that,"we see ourselves as a content business,not just a channel business.Consequently, we want to be everywherethe audience is, everywhereour consumers are. In Hungary,broadband penetration is increasingsteadily, and the penetration of 3Gmobile is also showing good growth,and these were all," acknowledgesSingh, "important factors in the decisionto launch MTV Hungary."Although the research showedthat localisation would be an importantelement in achieving success withMTV Hungary, and this marketdemand has been met, not only bydubbing US hits such as PIMP MYRIDE, VIVA LA BAM, SOUTH PARKand MADE into Hungarian, but alsowith locally producedshows such as MY MTV inwhich famous Hungarianartists discuss theirfavourite music videos,and MTV ID with uploadedvideos and clips, thelaunch, says Singh, "isclose to the end of ourlocalisation programmefor our portfolio of musicchannels in Central andEastern Europe, as weare just about to start ona localisation programmefor our kids and entertainmentchannel brands." }16 DISCOP LINK • #11 • NOVEMBER 07