MTV ups digital push Asia-wide

Singapore - MTV Networks Asia has added new applications on its website as part of a push to enhance branding and content - the push involves new programming and digital initiatives that will stretch across six key markets in Asia.

The MTV Asia website will be increasingly marked by new digital media initiatives, to increase viewer interactivity on the sites. To date, applications such as MTV Asia Video Widgets and MTV Asia Video Player have been launched and others will be introduced shortly.

Sony Ericsson most recently sponsored a video widget to help promote the new program, ‘MTV Music Revolution'.

On-air, MTV Asia's has introduced a new platform, ‘Featured Artist' which offers viewers a peek into the personal lives of their favourite artists. This program strategy has already been launched on MTV US, and provides a wider platform for labels to meet their marketing objectives while delivering quality entertainment for viewers.

The markets include Singapore, Malaysia, Indonesia, Philippines, Thailand and China. Launched in April in Singapore and Malaysia, the initative and programming line-up will be further expanded across the other markets over the next few months. Licensee channels will be assessing the new programming at a later date.

"Our new approach gives MTV viewers access to latest international content, provides our clients and partners the efficiencies of regional scale and ultimately, builds a more robust and consistent brand identity across multiple platforms in Southeast Asia and China," Amit Jain, executive vice president, managing director of MTV Networks Southeast Asia, China and India, said.