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MTV takes first step into original content

MTV is making its first steps into original content production across its Asia markets, with two reality programs set to air from December.

The programs Freshwater Blue from MTV Australia and Shibuhara Girls from MTV Japan mark the youth-focused media brands first foray into original reality programming. Additional digital programming is expected to play a big role in its strategy.

Freshwater Blue premieres on MTV Australia and MTV New Zealand on 2 December, with Shibuhara Girls to debut on MTV Japan in January with regional broadcasts planned for Korea, Singapore, Hong Kong, Malaysia, the Philippines and other Asian markets in early 2011.

Robert Bakish, president of MTV Networks International, said MTV is innovating its content strategy to creative content that connects with young viewers across all entertainment screens.

“Our investment in ‘Freshwater Blue’ and ‘Shibuhara Girls’ marks important milestones for us, demonstrating how our localisation strategy can expand even further to connect and reflect young audiences throughout Asia, the Pacific and the rest of the world,” he said.

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