Singapore/Hong Kong – MTV Networks Asia is revitalizing its creative vision and business model, content and work practices across six key markets including Singapore, Malaysia, Indonesia, Philippines, Thailand and China, for a new integrated strategy. Asia is the first region for the initiative to roll out, with the plans slated to go international to enhance content and branding across all territories. The new initiative is expected to enable MTV Asia to leverage its competitive advantages across all media platforms to touch ‘key junctions of the value network’, and to offer a multi-platform and integrated proposition to music labels to elevate the music quotient. Launched April in Singapore and Malaysia, the refreshed programming line-up will be expanded when the initiative is extended across Southeast Asia and China over the following months. The new programming will also be available to licensee channels at a later date. On-air, MTV Asia will introduce new platform Featured Artist which spotlights two artists per month, following the strategy that has worked for MTV US to provide a wider platform for labels to meet their marketing objectives and deliver entertainment. For digital media, the MTV Asia website is being spruced up to increase interactivity with users. To date, applications including MTV Asia Video Widgets and MTV Asia Video Player have been launched on the site with more to be introduced. Mobile handset manufacturer Sony Ericsson has recently sponsored a video widget to promote its new program, MTV Music Revolution.