Viacom seeks localised content mix for MTV in Thailand

“We are committed to strengthening local programming to cater to the specific viewing preferences of people in Thailand,” said Adeline Ong, senior director of corporate communications for Viacom Asia.

Viacom will continue to extend its coverage of MTV across Asia by investing in smaller collaborations and operating local channels including MTV Japan and MTV Southeast Asia in Singapore, Ong said. She declined to comment further on go-to-market plans.

There’s tremendous growth at stake for MTV in Thailand, Ong added. According to Nielsen, cable and satellite TV penetration in the country has grown by 90 per cent in the last three years. It is also estimated that advertising spending for cable and satellite TV grew 14 per cent last year to touch about 4 billion baht (about US$140 million).

MTV Thailand will launch on 1 May. AppleTool produces local general entertainment content and has a block of time on Channel 9 through its subsidiary ONoiOgg. AppleTool is a subsidiary of VR1 Media Group, which operates two radio stations and a marketing event unit.

“We have always seen Thailand as an important market for us, so getting ourselves back in this market is in line with our ongoing strategy to extend the coverage of MTV across Asia,” said Indra Suharjono, vice-president and managing director, VIMN Asia. “It was vital for us to find the right partner who is not only a strong local content producer, but shares the same synergy as we continue to promote and reflect local and cultural tastes and music talents across the region.”

MTV Thailand was previously licensed to the Very Group, but Viacom decided not to renew its license, citing unspecified commercial reasons.

Viacom recently renewed a local licensing agreement for Nickelodeon’s branded block package with Global TV, one MNC Media’s subsidiaries, a free-to-air Indonesia broadcaster.