MTV World Set To Launch In US on DIRECTV

MTV World Set To Launch In US on DIRECTV

First MTV World Network MTV Desi, Goes Live on Tuesday, July 12th at 9pm ET

New Network to Super-Serve South Asian Audience in US

NEW YORK, July 11 /PRNewswire/ -- It was announced today by Christina Norman, President, MTV that MTV Desi, the new network serving young people with ties to the Indian sub-continent but living in the US, will launch on DIRECTV on Tuesday, July 12th at 9pm ET. At 8pm ET, a countdown clock exclusively developed for DirecTV viewers will countdown the 60 minutes to launch. DIRECTV will add MTV Desi to its HindiDirect(TM) programming package at no additional cost. MTV Desi is the first MTV World channel to launch and MTV Networks anticipates launching MTV Chi (for young Chinese-Americans) and MTV K (for young Korean-Americans) later this year.

"Young Americans are increasingly diverse, multi-ethnic, and cross- cultural - they demand entertainment that caters to their individual backgrounds," said Norman. "MTV Desi is the first of many MTV World networks that will serve these growing niche youth audiences with customized programming tailored specifically to their life experiences."

"MTV Desi will be the pop culture destination for Desis and shine a light on the young South-Asian American experience," said Nusrat Durrani, GM/SVP, MTV World. "The launch of this customized network on a quality platform like DIRECTV will create, for the first time, a window to the amazing creativity and passion of this culture for the rest of America. MTV Desi will be a platform for artists from these communities as well as those who want to reach it, and bring fresh new influences into the American pop-culture mainstream. Young South-Asians in the US will finally be able to see themselves on television. For MTV this is a historic opportunity."

"MTV has been a valued and long-time programming partner and we are proud to be able to debut this exciting new channel on DIRECTV," said Aaron McNally, vice president, International, DIRECTV, Inc. "MTV Desi will enable us to offer a unique blend of music and event programming that will speak directly to the young South-Asian audience. This is a terrific complement to our HindiDirect package and will help us continue to grow our international customer base in the U.S."

The DIRECTV HindiDirect residential package, which includes STAR PLUS, STAR ONE and STAR News, is available for $29.99 per month.

MTV Desi will kick off its music centric programming with a video from the iconoclastic Sikh sufi-rock star Rabbi Shergill titled "Bulla Ki Jaana". Rabbi's video and song reflects the South-Asian cross cultural existence, feelings of dual identity, and shared experiences in a way that will hit home to the MTV Desi audience. MTV Desi will then launch into the "Top 10 Desi Countdown" the show where the audience votes for the most popular videos. Other regular shows include a mix of original US programming, shows from MTV India, and more. Following is a list of programming on MTV Desi at launch:

MTV Desi News

The first customized pop-culture news service for young South Asian- Americans, brought to viewers every hour on the hour by the award winning MTV News organization. MTV Desi will also feature special news packages every week covering breaking talent, events and issues relevant to the young Desi community.

Live From...

MTV Desi hangs out with viewers in a new neighborhood, a live event, or someone's living room, discovering new things and re-interpreting others from a Desi point of view, while tripping on the coolest videos.

Maximum Party

MTV Desi takes viewers deep into the party scene around the country and abroad, minus the round-the-block lines, surly bouncers, and what-to-wear anxiety. It's the finest beats and inside access, MTV Desi style.

Bollywood on Ice

This is not your mother's Bollywood show although she may want to watch it. In this show MTV Desi goes deep and wide - introducing U.S. audiences to the stunning diversity, exuberance and glamour of Bollywood, seen through an MTV window.

The Mirror

This program will reflect the talent and creativity of bi-cultural artists like Raghav, Jay Sean and MIA as well as musical acts like Missy Elliot, Truth Hurts and Timbaland, who are influenced by South Asian culture. Unpredictable, colorful and on-the-edge, these artists now have a platform to reach wider audiences through MTV Desi.

Video Khichri

Video Khichri derives its name from a South Asian lentil and rice dish called "khichri" which means "mixed up" and this show is just that: an unpredictable and often volatile mix-up of videos that allows the viewer to fully indulge in their most loved videos.

CY vs. CY

Cy vs. Cy is an irreverent and hilarious show that destroys all traces of boredom and tests the limits of human endurance ... and tolerance. When Cyrus Broacha and Cyrus Sahukar, MTV India's most popular VJs try to outdo each other, it's the viewer who comes out on top.

MTV Bakra

"Bakra" is the name for goat in Hindi, but it is also means sucker. Nobody's safe when Cyrus Sahukar and his crew hit the streets with the Bakra camera.

Heavy Mental

Its lunacy unlimited when the one-and-only Cyrus Broacha explores the weird and wild side of life.

Roadies

A wildly successful reality show created by MTV India, Roadies records the tension, humor and heat generated when you put together four guys and three girls on a 40-day motorcycle road trip.

MTV Trippin'

Cameron Diaz and her crew of friends explore some of the most exotic, environmentally unique places on the planet and seek to discover ways to preserve them.

Style Awards

Music meets fashion in the wildest, most off-beat and glamorous event featuring designers, pop-stars and Bollywood glitterati

Immies

The MTV Immies are an extravaganza like no other on the planet. The ultimate destination for movie awards with only one thing to celebrate: Bollywood. This is a breathtaking and star-studded annual event with all the sparks and sexiness of music and movies.

The channel will tap into the South-Asian community to elicit stories from its young people and intersperse these within programming.

MTV Desi will kick off with two on-air personalities and over the next few months will add a roster of talent that represents the diversity of the South- Asian diaspora:

Niharika Desai

Niharika is a film editor with a background in photography, so being on the other side of the camera as a VJ is a new experience for her. Though she never had any aspirations to be a VJ, the prospect of being part of a channel focused on South Asian Americans and their experience was intriguing enough to drag her out of the dark edit room. Niharika's world view and personality have been born out of an amalgamation of the cultures associated with Poughkeepsie, Mumbai and Brooklyn. Growing up she enjoyed Bharat Natyam lessons as much as kickball in the park, and playing the tabla as much as playing the piano. Niharika is a graduate of the University of Pennsylvania with a double major in Psychology and South Asia Regional Studies. She is conversant in Marathi, can read and write the Devanagari script.

Tim Kash

Of Sri Lankan heritage but born and raised in the UK, Tim Kash hosts the daily MTV UK News show which airs to 56 territories on MTV Europe. Tim has interviewed some of the worlds biggest stars from the worlds of film, music and entertainment- memorable interviews include Tom Cruise, Will Smith, Jay Z, Nas, 50 Cent, The Foo Fighters, Gwen Stefani, Britney Spears, Destiny's Child, Justin Timberlake, NERD, U2, Robert De Niro, David Beckham, all of the Spice Girls, and so on. Tim began his career at MTV at age 19, becoming the youngest MTV VJ in history. Most recently, Tim co-hosted the MTV US/International coverage of the recent Live 8 concert in London's Hyde Park that was beamed across the world.

MTV Desi, along with the soon to be launched MTV Chi and MTV K, will focus on the needs of bi-cultural Americans with an affiliation to a home country or culture that is not catered to by American mainstream media. MTV's unique global network of locally programmed channels offers a vast inventory of programming in native languages which resonates and connects deeply with local audiences. Rather than re-broadcasting existing international feeds, MTV is drawing from its 108 channels around the world to create new channels specifically for the U.S., adding local packaging, promos, VJs, news, music, interviews live events and the best of its global programming to tap into the rich transcultural nature of the target audiences in a manner that uniquely reflects these vibrant cultures and articulates the passions of its young people.

Nusrat Durrani is General Manager/SVP MTV World and is overseeing MTV Desi, MTV Chi, MTV K, and future customized networks. Durrani joined MTV Networks in 1996 and was part of the team that launched MTV's interactive division. He was held several positions at MTV Networks during his 9 year tenure with the company including Director, Business Development and Operations; Vice President, Strategic Partnerships; and most recently Vice President, E-commerce for MTV, VH1, CMT and Comedy Central. Prior to joining MTV Networks, Durrani worked in Dubai, United Arab Emirates for Al Futtaim/Honda and before that he worked in New Delhi, India for UPTRON, the leading electronics player in India at the time. Durrani was born in Lucknow, India and has his MBA from the University of Lucknow and his MA in Communications from the New York Institute of Technology.

Customers who want to subscribe to the South Asian packages must first subscribe to the DIRECTV(R) BASIC ($9.99/mo) or DIRECTV(R) PREFERRED CHOICE(TM) ($29.99/mo) international base package, or any TOTAL CHOICE(R) ($41.99/mo. or above) or DIRECTV PARA TODOS(R) ($29.99/mo. or above) base package. The DIRECTV BASIC package offers up to 50 channels including local channels (where available), music and shopping channels. In addition to those channels offered in the BASIC package, the PREFERRED CHOICE package includes a variety of relevant English-language channels such as ESPN, CNN, The History Channel, Food Network, TNT, MTV and the Fox Movie Channel.

All international programming will be broadcast from the 95-degree West Longitude (WL) orbital slot, requiring customers to use a 36-inch dish capable of receiving programming from 95 degrees WL, as well as DIRECTV's primary orbital slot at 101 degrees WL. In some markets, customers who subscribe to a local channels package will require a second smaller dish.

To order or inquire about residential pricing for these channels, consumers can call (800) 378-4179.

About MTV Networks:

MTV Networks owns and operates the cable television programming services MTV: Music Television, MTV2, mtvU, Nickelodeon, Nick at Nite/TV Land, VH1, CMT: Country Music Television, and Spike TV, as well as The Digital Suite from MTV Networks, a package of thirteen digital services, all of which are trademarks of MTV Networks. MTV Networks also operates and offers joint ventures, licensing agreements and syndication deals whereby its programming can be seen worldwide.

About DIRECTV:

DIRECTV is the nation's leading and fastest-growing digital multichannel television service provider with more than 14.4 million customers. DIRECTV and the Cyclone Design logo are registered trademarks of DIRECTV, Inc. (NYSE: DTV). DIRECTV is a world-leading provider of digital multichannel television entertainment. DIRECTV is approximately 34 percent owned by News Corporation. For more information visit http://www.directv.com/ .

Source: MTV

CONTACT: Marnie Black, +1-212-846-7004 or Marnie.black@mtvstaff.com, or
Graham James, +1-212-846-8911 or graham.james@mtvstaff.com, both of MTV; or
Jade Ekstedt, DIRECTV PR Manager, +1-310-964-3429 or JLEkstedt@directv.com

Web site: http://www.mtv.com/
http://www.directv.com/

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