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."
