SATELLITE & CABLE: Nokia to extend MTV I-Pop deal with U-Pop

Nokia has extended its advertising and sponsorship commitment on

MTV Networks Asia by sponsoring a new live, interactive programme called

U-Pop and renewing sponsorship of the segment, I-Pop, as well the

sponsorship of the youth documentary series, MTV It's My Life.

MTV is to premiere U-Pop, a 15-minute interactive show, which requires

online audience participation, in October.

U-Pop will air five times a week on MTV Mandarin, Southeast Asia and

India. On-ground launch activities are to be held in Taiwan, Singapore,

Hong Kong and China.

I-Pop took the "Best Use of Media" award in MEDIA's Agency of the Year

Awards in 1999.

MTV It's My Life, now into its second year, is a "real-life"

documentary, which gives Asian youth a rare chance to get up close and

personal with their peers.

Mr Christopher Steward, MTV Networks Asia's senior vice-president for

advertising sales said, "MTV offers advertisers a complete marketing

solution through creative and relevant programming that's laser-focused

on the 15-34 demo in Asia. The U-Pop show, together with I-Pop and MTV

It's My Life, offer Nokia a very strategic and effective platform to

target youth."