- Title: RUSSIA: MTV relaunches channel in Russia
- Date: 26th September 2013
- Summary: MOSCOW, RUSSIA (SEPTEMBER 26, 2013) (REUTERS) VARIOUS OF MTV RELAUNCH PARTY VENUE
- Embargoed: 11th October 2013 13:00
- Keywords:
- Location: Russian Federation
- Country: Russia
- Topics: Entertainment
- Reuters ID: LVA65KIES98M60947BM3DOBV4U53
- Story Text: American media giant Viacom relaunched its MTV Russian channel on Thursday (September 26) taking back direct control of the channel after local license holders decided to start their own music channel.
Russian music stars walked the red carpet at a chic Moscow club, before being treated to a multi-band performance headlined by American hip-hop band Far East Movement.
MTV officials say their channel has a lot to offer Russian viewers, and the relaunch takes into account how young hip Russians consume mass media.
"Today's MTV definitely has to be bigger, better, stronger, faster, whatever, because time has accelerated, people have accelerated. Everything has changed, and for this quick time, and in changing conditions, when the people are just watching TV like this (pretending to use a remote), they have a lot of options - social media when they are watching TV and discussing it at the same time somewhere on Twitter or Instagram with their contemporaries. We have to adapt to these media realities, and I think we will succeed because we are better, bigger, stronger," MTV Russia launch director Yana Churikova.
Viacom CEO Bob Bakish, whose company already has inroads into the Russian market with channels such as Nickelodeon, said the relaunch of the iconic music channel was good for the company' and viewers.
"To put it simply, the Russian market is as I said a great growth opportunity for us because it provides an opportunity to really expose a whole, you know, additional audience to content which has proven to be very compelling," Bakish said.
MTV plans initially to offer MTV Top 20 and dubbed versions of some signature MTV programmes.
Bakish said it might be too soon to promise local versions of reality show favourites "Jersey Shore" and "The Real World", but they could be on the horizon.
"Don't be surprised if we do (launch Russian versions of MTV signature programmes). Not something we're announcing today necessarily, but, yeah, we will do local production. We like to operate with formats because it allows us to take a concept that we know that works and tailor it for a local market. And interestingly what we've also seen is once we do it, some of those local versions are exportable to other markets," he said.
Russian singer Yolka who performed at the party said she was excited for the future of MTV in Russia.
"I hope very much that everything starts anew and everything starts properly, and everything starts with the right ideas and everything starts with trust in music," she said.
Los Angeles Koreatown natives Far East Movement said helping MTV launch in Russia was an honour.
"We're just really appreciative of everything you know MTV has done to help the Far East Movement, so to be a part of this event and launching a channel that's important to not just us, but to so many artists' careers, I mean, we're honoured to be here," said band member Kev Nish.
The hip-hop group reminisced about some of the most memorable MTV moments, including the constantly boundary-testing Video Music Awards.
Far East Movement members had high praise for Miley Cyrus' performance at this year's awards and said they approved of her much-maligned 'twerking" technique.
"She may not have the jelly, but she definitely knows how to use it, and I think that's the most important," Nish told Reuters in the club's green room.
MTV Russia, which first hit airwaves in 1998, restarts on Oct. 1. - Copyright Holder: REUTERS
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