Just what Africa needs now, more MTV??
-Ayinde
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MTV music to African audience's ears By Gugulakhe Masango
Johannesburg - MTV Networks Europe said yesterday it aimed to broadcast an English language music television channel to access about 1.3 million households in sub-Saharan Africa in the next four months, using MultiChoice's pay television platform.
MTV is already distributed in sub-Saharan Africa with a European pop-rock focus but there is no MTV channel that directly targets the African audience.
Brent Hansen, MTV Networks Europe's chief executive, said they would launch their urban music service MTV Base in Africa.
The launch of MTV Base in Africa is expected to reflect African music tastes and culture by providing a variety of African genres such as kwaito from South Africa, mbalax from central Africa and hip-life, Africa's own hip-hop.
Programming would be complemented by US and UK programmes.
An MTV spokesperson, who did not want to be named, refused to comment on the potential revenues and viewing numbers, but said the move "presents a real opportunity for us to further connect with MTV's audiences in Africa".
MTV has had a presence in Africa since 1995 and had been a partner of MultiChoice, which helped in building the MTV brand on the continent.
African musicians are not getting enough coverage in their respective local television channels.
"We will be working with our colleagues in the African music industry to develop creative and innovative ways to promote their artists both locally and abroad," said the spokesperson.
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