Philips banks on MTV to hit Asia's youth segment

The deal - part of Philips' global 'Personal expression' strategy - will see the two companies launch a campaign, 'MTV whatever things', a dedicated microsite (linked to MTV's Asia websites) and on-the-ground events in seven markets across Asia. The three-year campaign will kick off with an event in Singapore to introduce Philips' new products such as camera key rings at the end of this month.

Isabel Cheng, director of marketing and PR at Philips consumer electronics Asia-Pacific, Middle East and Africa, said: "We have partnered with MTV in the past. This is different because it is a long-term, three-year collaboration."

During the first year, the show will offer humorous and reality programming, and will encourage viewer participation through a 10-minute segment allowing viewers to send in play lists of music videos to complement home videos and various stunts shot by MTV's production team.

Peter Bullard, executive vice-president of MTV Networks Asia and managing director of MTV Southeast Asia, said the new programme was an example of how the channel could adapt to clients' marketing strategies.