Jakarta, Indonesia – Viacom International Media Networks (VIMN) Asia, a division of Viacom Inc. (NASDAQ: VIAB, VIA), announced its expansion of MTV in Indonesia via its collaboration with FORTE, a member of Karsa Group and a marketing and sales distribution partner for MTV in Indonesia. Effective 1 November, MTV will initially expand its existing reach in Indonesia to about 12 million households via four local free-to-air TV partners, across five cities in Indonesia – Jakarta, Bandung, Surabaya, Banjarmasin and Makassar. At the next phase planned for early 2015, FORTE will expand MTV’s presence via additional local free-to-air TV partners across other Indonesian cities. The four-hour MTV-branded block will air daily.
“As the biggest and boldest global youth brand, MTV has enjoyed strong engagement with our youth audience across multiple platforms by offering them the most relevant content and experiences in the markets we operate in,” said Mark Whitehead, Executive Vice President & Managing Director, Viacom International Media Networks Asia. “This move demonstrates our commitment to strengthen local engagement, programming and cater to the specific viewing preferences of Indonesian youth. FORTE is passionate about our brand, which will help expand MTV’s existing presence and deepen our brand engagement in Indonesia.”
Under the campaign of 1000% YOUTH, MTV is dedicated to be the cultural home for Indonesian youth, bringing them:
• A wide variety of youth oriented programming including:
Top International, Regional and Local Music programming such as Chart Attack, MTV Hits, K-Wave (K-pop), Japan Hits (J-Pop);
Original MTV programming from signature music and entertainment events from all around the globe and the region such as MTV Video Music Awards, MTV EMA (Europe Music Awards), MTV Movie Awards, MTV World Stage and MTV Sessions;
Original MTV shows such as The Ride, Ridiculousness, Pranked, Punk’d, Pimp My Ride and Catfish.
• Local productions – MTV will produce a daily show in Indonesia starting early next year, featuring International and regional pop culture news and music. It will be the showcase of quality Indonesian music.
• Local promotions for Indonesian youth to potentially win prizes to get up close to artists at shows such as MTV World Stage, MTV Sessions and MTV VJ Hunt.
• Local social engagement with fans through MTV’s localised social channels and a new localised Indonesian website.
With pop culture conversations at the heart of youth engagement, additional plans for MTV in Indonesia include on-ground events, distribution, marketing and advertising sales by FORTE, specially catered for the Indonesian youth market. The MTV VJ Hunt Indonesia is the first of these youth engagements, with the hunt that began in mid-October across five cities. The selected MTV VJ will become the extension of the brand’s personality in Indonesia, present local programming, and introduce viewers to the hottest local and international talents resonating with fans in Indonesia.
“We are delighted with the opportunity to further build upon such an iconic youth brand like MTV in Indonesia. MTV enjoys very strong brand equity amongst Indonesian youth,” said Surya Arief, Karsa Group’s President Director – the parent company of FORTE. “Leveraging on our strengths and our strong relationships across free-to-air TV partners, agencies and advertisers, we are confident in our ability to grow a strong base of core MTV viewers across Indonesia and to further localise MTV with viewers here. This in turn, will allow MTV to also provide solutions for brands to connect with MTV’s youth audience, who will benefit from MTV’s research, platforms and strong connections with youth.”
