MTV Channel Head Andrew de Castro is confident of garnering strong viewership despite the presence of YouTube and other platforms that offer music videos on demand.
He cited MTV Pinoy’s original content “that has local flavor and can’t be found anywhere else” and the youth entertainment channel’s reputation of being kingmaker as advantages.
“There’s still a segment sa market that wants to be told what’s cool, to validate what they like,” de Castro said in an exclusive interview held at The Library Metrowalk.
Some of the new shows on MTV Pinoy are “Halo Halo,” which will focus on events and programs geared towards Filipino viewers; “The OPM Show” (the latest about Pinoy artists); “Rock On Pinas!” (local rock scene); “Senti,” (video lovefest of romantic Pinoy songs); and “Pinoy Beats” (local hip hop and R&B tunes).
Though MTV Pinoy will initially start as a three and a half-hour block starting Feb. 14, de Castro said they expect to become a full channel by year-end.
In picking the VJs – namely Sam Pinto, Andre Paras, Yassi Pressman and Josh Padilla – personality over popularity was top consideration.
“There’s hip girl Sam, girl-next-door Yassi, handsome jock Andre, and cool guy Josh. Many people can identify with them if not aspire to become like them. It’s really the mix of the set that landed them the job,” de Castro said.
And while MTV Pinoy is collaboration between Viacom International Media Networks (VIMNS) Asia and Viva Communications, Inc, which has its own record label, de Castro said music videos of other labels will be aired, too.
“MTV Pinoy is fair, agnostic,” he said.
MTV Pinoy can be seen on SKY (Channel 71), Destiny (channel 47 on analog, Channel 71 on digital), and Cable Link (Channel 37).
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Source: Mb.com.ph (January 30, 2014 at 02:25PM)
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