"Nobody that wants to be successful here can stay on one platform,” says Tokyo-based Peter Bullard, president Viacom International Japan K.K. “We want to move beyond cable and satellite TV, particularly in Japan.”

Despite having only 6.4 million pay-TV subscribers, Bullard says MTV Japan is one of that network’s top 5 strongest markets in the world. “It may look like a low base, but it proves that quality viewers can show a significant return – and consumers are willing to pay for premium brands. Revenue per consumer is actually very high,” he says. Apart from having just announced the MTV Video Music Awards Japan 2007, which last year boasted the likes of Michael Jackson, Hoobastank, John Legend – and generated over 500,000 audience votes – Bullard is bullish about the November launched Nigoldeneye. The biweekly 30-minute entertainment program shows the unique world of DJ and artist Nigo – creator of ‘A Bathing Ape’ and ‘Teriyaki Boyz’.