MTV switches on its first all-African channel
Agence France-Presse
Johannesburg, February 23
MTV's first African channel hit the airwaves on Tuesday evening, beaming home-grown music and entertainment to more than 1.3 million households across the continent.
The so-called "MTV base", a channel for the first time in MTV history dedicated solely to the African continent, started broadcasting on MultiChoice Africa and three other satellite networks at 8:00 pm (1800 GMT).
"MTV base celebrates the diversity of a vibrant music culture across Africa while offering rich creative inspiration for MTV's global network," said MTV Networks International president Bill Roedy at the launch in Johannesburg.
"It's our first dedicated African service and it takes MTV's global footprint to every region of the world," he added.
MTV's first African channel will beam home-grown music and entertainment to more than 1.3 million households across Africa
MTV's 100th channel since its launch in 1981, it will showcase young artists such as Nigeria's 2face and South Africa's popular pop star Lebo Mathosa to audiences in 50 African countries.
"In the pay TV business it's all about consumer demand and we add channels based on ongoing independent market research... And certainly a gap in the market exists," said MultiChoice's content manager Linda Vermaas.
The channel will include profiles on hot emerging talent, top 10 videos chosen by African, other artists and viewers, as well as a programme on the legends of African music.
Young viewers will also have the chance to "hang" with popular British DJ Trevor Nelson, as he meets and interviews top urban stars.
"It's a channel that has been tailor-made for the continent and will among others, profile African artists world-wide and give them a platform," said Colleen Goodman, brand manager at MultiChoice.
© HT Media Ltd. 2004.