Viacom International Media Networks, a division of Viacom Inc. (NASDAQ: VIAB, VIA), today announced the launch of global flagship entertainment brand MTV on Brasil’s rapidly growing Pay TV platform, expanding Viacom’s presence in the market. MTV will be the must-see TV destination for Brasil’s millennial generation, offering a high-quality and culturally relevant content line-up that will feature more than 350 hours of local productions and MTV’s global programming hits for the first-time in Portuguese. The new MTV channel, wholly owned and operated by Viacom International Media Networks (VIMN), will debut in October 2013 across key cable operators in Brasil.
VIMN currently has a strong presence in Brasil through its popular TV channels Nickelodeon, VH1 and Comedy Central on Pay TV, in addition to its many digital media offerings. As a result of the upcoming launch of MTV on Pay TV, VIMN and Abril Group have dissolved their licensing agreement in Brasil.
“Brasil is an extremely important market for Viacom and we are well positioned to take MTV into a new phase of growth by offering our internationally proven mix of global hits and local programming,” said Bob Bakish, President and Chief Executive Officer of VIMN. “Given the triple-digit growth of Pay TV in Brasil in the last five years, and the success of our sister networks on this platform, the time is right for us to take full control of MTV in the market and move it to Pay TV.”
“We’ve cultivated a deep understanding of MTV’s millennial audience, which is one of the fastest growing and most influential demographics in Brasil,” said Sofia Ioannou, Managing Director of VIMN – The Americas. “By moving MTV to Pay TV, we’re creating a terrific opportunity to leverage our audience expertise, market penetration, local relationships and relevance to present an entertaining and exciting channel for our audience and partners alike.”
The new MTV will deliver more than 350 hours of local programming spanning daily formats, celeb realities, sitcoms, music, extreme sports and adult animations. The cable network will also debut winning formats from Viacom’s international content portfolio with local versions of “World Stage”, “Guy Code” and “Pranked”, in addition to the best of MTV’s highly rated global content in Portuguese (“Snookie & Jwow”, “Ridiculousness” and “Awkward”).