Back then, the distinction was between Mandarin and English programming. We're now talking the local language in half a dozen key territories. MTV returned to Asia last year and has been busy trying to make up for lost time against a competitor that has grown slick and confident. No other channel in the world has the image or connection to young people that we have. MTV Asia, whose programs are still mainly in English, reaches an estimated 44 million households, though in some markets it broadcasts only a few hours a week.
Rivalry is intense.
Each week the two channels push out press releases announcing new terrestrial broadcast agreements and local music-industry partnerships. Our new channel is designed to close that gap. And the list goes on, rocking around the clock. At the moment, yes. But, as the song goes, time is on their side.