Singapore/Hong Kong – MTV Asia is introducing from April 1, 2008, Featured Artist, a new programming feature to spotlight more ‘personal dimensions’ of the lives of music personalities as part of its new music strategy. Reflecting music trends with an artist-centric focus, Featured Artist replaces the current Artist of the Month and Buzzworthy segments on MTV Asia, and is modeled after the 52/52 music strategy from MTV US. Featured Artist presents two artistes per month in ‘an inventive and edgy angle’ that has worked in the US to raise the profile of artists and boost record sales. To appeal to music tastes among Asian audiences, artists from various music genres will be featured. Colbie Caillat who performed in Singapore at Movida on March 18, and band Panic At The Disco will kick off the music- and artist-centric segment on April 1, 2008. Silvia Goh, vice president of multiplatform content department said, “MTV US has done it and we can’t wait to roll this initiative in Asia. Let the stars dominate the channels on all platforms, they do the talking! We’re really excited about this win-win collaboration with the Indies and Big Four Record Labels in this region.”