MTV yesterday launched a new 24 hour channel serving the Pakistan market. The new service, which the music network claims reaches 3.5 million households, has been established through a partnership with the Pakistan based Indus Media Group, and will replace their existing music channel, which has been broadcasting since 2001.
MTV say the new service will be almost "totally locally-driven" in terms of content. Speaking to Billboard, MTV Networks International boss Bill Roedy said: "Out of the gate, it will be music-driven and locally-sensitive. Made by Pakistanis, for Pakistanis".
Describing how the new service fits in with MTV's global strategy, Roedy continued: "This is about completing the puzzle. It continues our quest of product innovation, launching new products around the world. And we're using a model which allows us to expand our reach without investment. Pakistan is one of the fast growth economies in the world and it affords a great source of creativity and content for us".
The new Pakistan service launches days after the official arrival of MTV in Turkey. Their service there went live on 23 Oct but formally launched on Friday with an event in Istanbul.