Viva launching MTV Pinoy

 Viva Communications, Inc., will launch MTV Pinoy, the Philippine edition of the widely circulated and trendsetting music channel tomorrow.

This marks the start of a partnership between Viacom International Media Networks, a unit of Viacom Inc., the home of popular entertainment brands MTV, Nickelodeon, Comedy Central and others and Viva, one of the largest entertainment companies in the Philippines with interests in movie, TV and music production, artist management, concerts and events, pay television and others.

Viacom and Viva agreed to collaborate on local production, on-ground events and marketing and advertising sales for MTV Philippines. Viva is now also in charge of Comedy Central Asia’s provincial distribution in the Philippines.

MTV Pinoy will focus on original productions and events and programs specifically geared towards Filipino viewers. Among the new shows will be Halo Halo, which will focus on local and foreign music videos and music news; The OPM Show with the latest about Filipino artists, Top 20 Filipino and International Countdowns of current hits; Rock On Pinas! featuring everything about the local rock scene; Senti, a weekly music video lovefest of romantic Filipino songs; Pinoy Beats for local hip hop and RnB tunes; plus old favorites in throwbacks, live performances and other shows hosted by the talented MTV Pinoy VJs, whose names will be announced soon.

This combination of MTV, the world’s favorite youth entertainment channel and Viva’s much vaunted expertise with the local music market is expected to revolutionize the viewing habits of young Filipinos. This partnership gives MTV a wider leverage with Pinoy viewers. At the same time Viva acquires the opportunity to fully promote Filipino artists and their creations in a manner up to par with MTV’s world-class brand.