National Geographic’s own MTV

Regional - National Geographic Channels International (NGCI) will launch a 24-hour music channel, Nat Geo Music, on Italy's Sky Platform in mid-October - NGC Asia says talks with different affiliate partners to see when and how the product will roll out in Singapore, Hong Kong, and the region, are currently underway.

Nat Geo Music is expected to debut to 4.2 million subscribers and has secured the support of multinational labels, featuring top artists from international as well as local repertoires. Major label partners include EMI Arabia, Warner Music Latin America, Sony/BMG Asia and Universal Italy.

"Nat Geo Music fills a significant void in current conventional music offerings. With its international scope, not only are viewers able to explore their world using music as a vehicle, they are tuned in to ground-breaking sounds that are transforming the industry globally," David Haslingden, CEO for NGCI said in a statement.