Viva set to launch MTV Pinoy

MANILA, Philippines - Viva Communications, Inc. is set to launch MTV Pinoy, the Philippine edition of the trendsetting music channel on Jan. 30.

This marks the start of a partnership between Viva and Viacom International Media Networks, a unit of Viacom Inc., the home of popular entertainment brands MTV, Nickelodeon, Comedy Central, among others. Viva is one of the largest entertainment companies in the Philippines with interests in movie, TV and music production, artist management, concerts and pay television.

Viacom and Viva have agreed to collaborate on local production, on-ground events, marketing and advertising sales for MTV Philippines. Viva is now also in-charge of Comedy Central Asia’s provincial distribution in the Philippines.

MTV Pinoy will focus on original productions, events and programs specifically geared towards Filipino viewers. Among the new shows will be Halo Halo which will focus on local and foreign music videos and music news; The OPM Show with the latest news on Pinoy artists; Top 20 Filipino and international countdowns of current hits; Rock On Pinas! featuring everything about the local rock scene; Senti, a weekly music video lovefest of romantic songs; Pinoy Beats for local hip-hop and R&B tunes; plus old favorites in throwbacks, live performances and other shows hosted by talented VJs whose names will be announced soon.

This combination of MTV, the world’s favorite youth entertainment channel and Viva’s much-vaunted expertise with the local music market, is expected to revolutionize the viewing habits of young Filipinos. The partnership gives MTV a wider leverage with Pinoy viewers. Viva also acquires the opportunity to fully promote Filipino artists and their creations in a manner up to par with MTV’s world-class brand.