MTV to launch MTV base in Africa
MTV Networks Europe is to launch a localised version of its highly successful urban music service, MTV Base, in Africa. The advertiser-supported channel will initially be broadcast via satellite to 48 countries in sub-Saharan Africa from February 2005 via MultiChoice's DStv platform. The news was announced Monday by Brent Hansen, President & Chief Executive, MTV Networks Europe.
The 24-hour, English language music TV channel will reflect the tastes and interests of African youth via a combination of African and international music videos and locally produced content, complemented by MTV's UK and US long-form programming such Cribs and Making The Video. MTV Base will also provide a platform for a variety of African music genres including Kwaito, Hip-Life, Mbalax and Zouk alongside diverse international urban artists including Alicia Keys, Jay-Z, Sean Paul, IAM, Passi and Saian Supa Crew.
The channel will also premiere a new series of local HIV/AIDS awareness and prevention messages, in addition to airing long- and short-form programming from MTV International's award-winning Staying Alive series.
Commented Brent Hansen, President & Chief Executive, MTV Networks Europe, "MTV has had a presence in Africa since 1995 and the launch of MTV Base will complement MTV's existing service in the marketplace whilst providing African youth with a bespoke, high quality, relevant African music programming that benefits from MTV's unique production values, global programming and unrivalled artist access".
Says Linda Vermaas MultiChoice's Head of Content, "MultiChoice Africa has a long-standing relationship with MTV Networks Europe, and we are proud of our role in helping to build the MTV brand across the African continent. Music is a very important genre on our platform and we are confident that MTV Base will complement our existing offering and offer our subscribers even more relevant choice. We look forward to welcoming another quality MTV channel onboard."
MTV Base joins MTV European, an English language MTV channel that will continue to be available in the region. At launch, MTV Base will reach approximately 1.3million households across sub-Saharan Africa.
