MTV Networks Rebrands HD Music Net

NEW YORK, August 12: MTV
Networks is relaunching its high-definition music channel MHD as Palladia,
featuring a slate of new programming, effective September 1.

The new name is intended
to reflect the service’s emphasis on high-end musical performances. "It's
a bigger, more distinct name for a channel that has grown in size as well as
satisfaction among music HD fans," said Tom Calderone, the executive VP
and general manager of VH1, who also oversees Palladia. "We're also
reinforcing that the channel is THE home for an increasingly broad range of
musical styles and artists in high-def performances that can't be seen anywhere
else. We believe these changes will help our distributor partners as they continue
to sell HD and strive for the best content."

The programming lineup
will include the premiere of a different concert every Saturday night, as well
the broadcast of a rock movie every Thursday night. Palladia will also employ
themes around programming to heighten awareness about the channel and its
offerings. This initiative kicks off with "Outdoor Music Week," a
roster of outdoor music concerts, with Glastonbury 2008 premiering September 1. Other outdoor events on
the slate include Dave Matthews Band: Live From Piedmont Park, Green Day: Bullet in A Bible, BBC RadioOne Highlights, Dave Chappelle's Block Party and Monterey Pop, airing in HD for the first time, with seminal
performances from the likes of Jimi Hendrix, The Who and The Mamas & The
Papas.

Other themed stunts
include Hip Hop Weekend, featuring Usher: Live Evolution 8701, and Classic Rock Movie Week, with first-time-ever
HD telecasts of Led Zeppelin's Song Remains The Same, Pink Floyd: The Wall and The Rolling Stones' Let's Spend The Night
Together.

First launched in January
2006, the channel now reaches more than 12 million homes on major carriers such
as Comcast, Time Warner, Verizon FiOS, DISH and DIRECTV.

—By Mansha Daswani