MTV inks deals to expand brand presence

<p>SINGAPORE: MTV has signed two licensing deals as it moves to bolster its </p><p>presence in the youth market of India and the Philippines. </p><p><BR><BR> </p><p>In a deal with Citibank, MTV is launching India's first co-branded youth </p><p>credit card in association with MasterCard in Mumbai. </p><p><BR><BR> </p><p>For the second deal, MTV has licensed its brand to Manila publishing </p><p>company Pulp Publications, which has launched MTV Ink, a music and </p><p>lifestule magazine in the Philippines. </p><p><BR><BR> </p><p>The music channel said the two deals would allow it to establish a </p><p>personal connection with today's youth, touching different aspects of </p><p>their lives and lifestyle. </p><p><BR><BR> </p><p>Mathew Calabria, MTV Asia vice-president for marketing, licensing and </p><p>merchandising, said: "Accessi- bility is the key driver for us but we </p><p>need to ensure the brand is consistent across the different </p><p>platforms. </p><p><BR><BR> </p><p>Moving online, with MTVAsia.com, and also into print is a natural </p><p>extension for us, but we will remain focused on the channel." If the </p><p>magazine proves successful, MTV plans to approach publishers in other </p><p>Asian markets to launch similar titles. It chose the Philippines as a </p><p>test market because MTV enjoys a strong presence there, said Calabria, </p><p>adding that Pulp Publications has a successful track record in youth </p><p>publishing. </p><p><BR><BR> </p><p>"It has Pulp Magazine, which is a very edgy youth title," he added. </p><p><BR><BR> </p><p>The magazine, with a 20,000 print run, is aimed at 18 to 34-year </p><p>olds. </p><p><BR><BR> </p><p>Advertising packages - involving pay TV, internet and print - are on </p><p>offer and those already on the music channel will be given special ad </p><p>rates for MTV Ink. </p><p><BR><BR> </p><p>Advertisers in the 38-page launch issue included retailer U2, Casio and </p><p>Globe Telecoms. </p><p><BR><BR> </p>