Viva Set to Launch MTV Pinoy

SINGAPORE: Viva Communications is gearing up to launch MTV Pinoy, the Philippines edition of the youth entertainment channel, on February 14.

Viacom International Media Networks (VIMN) Asia and Viva are collaborating on local production, on-the-ground events and marketing and ad sales for the channel. Viva is also now in charge of Comedy Central Asia's provincial distribution in the Philippines.

MTV Pinoy will initially begin broadcasting as a three-and-a-half-hour block. The focus will be on original productions and events and programs geared toward Filipino viewers. Among the shows featured on the channel will be Halo Halo, featuring local and foreign music videos and music news; The OPM Sow, with the latest about Filipino artists; Rock On Pinas!, about the local rock scene; and Pinoy Beats, showcasing local hip hop and R&B tunes.