MTV inks deals to expand brand presence

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

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