Viva Communications, Inc. is set to launch MTV Pinoy, the Philippines edition of the world’s premier youth entertainment on February 14, 2014.

This marks the start of a collaboration between Viacom International Media Networks (VIMN) Asia, a unit of Viacom Inc., the home of international entertainment brands MTV, Nickelodeon, Comedy Central and more.

VIMN Asia and Viva have agreed to collaborate on local production, on-ground events and marketing and advertising sales for MTV in the Philippines. Viva is now also in charge of Comedy Central Asia’s provincial distribution in the Philippines.

MTV VJs

MTV Pinoy will initially start as a three and a half-hour block, which will focus on original productions and events and programs specifically geared towards Filipino viewers. Among the new shows will be Halo Halo which will focus on local and foreign music videos and music news; The OPM Show with the latest about Filipino artists, Top 20 Filipino and International Countdowns of current hits; Rock On Pinas! featuring everything about the local rock scene; Senti, a weekly music video lovefest of romantic Filipino songs; Pinoy Beats for local hip hop and R&B tunes; plus old favourites in throwbacks, live performances and other shows hosted by MTV Pinoy VJs, whose names will be announced soon.

This combination of MTV, the cultural home of the millennial generation, music fans and artists, and Viva’s expertise with the local music market is expected to transform the viewing habits of young Filipinos. This collaboration will give MTV a wider reach with Pinoy viewers. At the same time, Viva will acquire the opportunity to fully promote Filipino artists and their creations with MTV’s brand.