MTVNI Renews Deal on MTV Russia

LONDON/MOSCOW: MTV Networks International (MTVNI) and ProfMedia Holding have secured a multi-year agreement for Energia TV to continue broadcasting a localized MTV service in Russia.

In addition to TV rights, MTVNI grants Energia TV ancillary rights to the MTV brand in Russia, including online, mobile and events. The agreement also gives Energia TV the right to air all MTV live events, including the MTV Movie Awards and MTV EMAs. Energia TV also has unlimited access to the MTVNI program portfolio.

Bhavneet Singh, the managing director and executive VP for emerging markets at MTVNI, commented: “With a population of nearly 150 million people and an ever-increasing youth population of nearly 50 million, Russia continues to be a hugely important market for MTVNI to grow and develop. After 13 incredibly exciting years in the Russian market, we’re really looking forward to working with ProfMedia to take MTV to the next level and to evolve MTV into a truly 360 degree brand, thereby creating the go-to multiplatform destination for Russian youth.”

Yulia Solovyova, the executive VP of ProfMedia, said: “MTV Russia is the longest standing licensee-operated MTV service and we’re proud to be working with MTVNI to further grow and expand our partnership to include both digital media and events. Russian youth are incredibly savvy when it comes to technology and we want to ensure we remain ahead of the curve and offer our audiences multiple ways to interact with their favorite brand.”

“MTV’s global audience is larger than that of all Russian channels combined. Our job is to treat our viewers with the best of what young people watch all over the world,” added Roman Sarkisov, MTV Russia’s CEO.

MTV Russia launched in September 1998. It broadcasts daily to 40 million households and is aimed at viewers 11 to 34.