MEDIA: MTV makes move on older target with VH1

VH1, which targets people aged 25 to 44 compared with 15 to 34 for MTV, has initially launched in Thailand with a 24-hour channel on the UBC cable platform.

It is also being screened via programming blocks on MTV Southeast Asia and MTV Philippines feeds. The number of households which can receive VH1 is about 17 million.

Jessica Kam, MTV Asia vice-president of network communications, said that VH1 would roll out in other markets on a gradual basis.

"This is something we are planning as we enter a new segment, which we believe is now viable in Asia because many people have grown up with MTV over the years.

"The point would be that as you get older you become more sophisticated and your taste in music changes," Kam said.

VH1 airs music from the past 20 years, including songs by Madonna, Phil Collins, Bon Jovi and Red Hot Chilli Peppers.

The channel also features longer documentaries and special sections than MTV to reflect the needs of a more mature and sophisticated audience.

Its programming lineup includes 'Behind the music', true life stories from the world of rock 'n' roll; Divas live, highlighting such stars as Celine Dion, Whitney Houston and Chaka Khan; and the channel's own fashion awards presentation.

Unlike MTV, which features mostly local content, VH1 is predominantly made up of international programming.

Kam said that the new channel could have more local content injected into it "if that's what the audience wants, but even if we do, it will not likely be to the same scale as on MTV which is mostly localised".

However, she added: "We make sure that VH1 is relevant to the market it is being aired in by entrusting local teams to put together the programming line-up."

MTV Networks Asia senior vice-president of network development, Richard Cunningham, said that VH1 has already been rolled out in North America and Europe and that it was now time for it to be launched in Asia to target what he called "the MTV graduates".

Cunningham added that VH1's role would be to complement MTV.