SEOUL: Music television rivals Channel V and MTV have beefed up its
programming in Korea, just months after the Government deregulated the
industry to allow foreign ownership of media companies.
The two channels were previously aired via programming blocks within
cable channels.
However, with the deregulation, both Channel V and MTV can have
ownership of up to 33 per cent of a media company, compared with the
complete ban on foreign ownership previously.
Ownership brings with it partnership oportunities such as Channel V's
venture with DoReMi Media, Korea's largest record label.
Jasper Donat, Channel V commercial director, claimed the partnership
gave Channel V a strong position in the market because "DoReMi has under
its label bands and singers who control 50 per cent of the Korean music
market".
Donat added: "The differentiation for us will be that we will have
access to those artistes on an exclusive basis. This is important for us
because the local market wants local programming."
Both Channel V and MTV will offer an 80-20 mix of local/international
programming targeted at the 18 to 35 age group.
MTV's partnership in Korea is with On Media, a multi-channel cable
provider, which is part of entertainment chaebol Tang Yang Group.
MTV North Asia vice-president and managing director, Harry Hui, said:
"Our product has four cornerstones; music mix, content, VJs and
packaging, which will be predominantly local."
MTV's Korea launch has been accompanied by a major print-led campaign,
which uses babies as the central image to symbolise rebirth.
