MTV Networks International is extending its business and brand in Turkey. At a press conference in Istanbul, the music TV broadcaster today (May 16) unveiled plans to launch a dedicated 24-hour MTV ch

MTV Networks International is extending its business and brand in Turkey.

At a press conference in Istanbul, the music TV broadcaster today (May 16) unveiled plans to launch a dedicated 24-hour MTV channel and Web site from this September, replacing the current MTV Europe feed.

The new service, MTV Turkey, is forged through a licensing agreement with Multi-Channel Developers (MCD), MTVNI's partner in Turkey since 2000.

Programming will be localized. At launch, MTV Turkey will air such shows as Hit List Turkey, a weekly Turkish pop chart program. Over time, MTV is aiming to produce local long-form programming and homegrown versions of such hit international shows such as "Pimp My Ride" and "Cribs."

Esra Oflaz Güvenkaya, co-founder and vice president of MCD, describes the launch of the dedicated MTV channel as the beginning of "a new era for music television in Turkey." She will manage the new Istanbul-based channel.

Speaking ahead of the media gathering, MTV Networks vice chairman Bill Roedy said Turkey represented a perfect fit for the broadcaster's strategy in emerging markets.

"It's a growing market, 40% of the population is under the age of 25, so the demographics are perfect for us," Roedy tells Billboard.biz. "It's a very vibrant music scene; 90% of the music is local and we're looking forward to tapping into that."

The new channel will target local 15- to-34-year-olds and will be available via cable and satellite, to a potential reach of six million households.

MTV has had a presence in Turkey for more than a decade through the company's MTV Europe feed, which it claims reaches nearly two million cable and satellite households.

MTV also has an existing local-language Nickelodeon channel and VH1 Europe feed through its partnership with MCD.

Moreover, Roedy hinted that Istanbul could host the flagship annual MTV Europe Music Awards in the not-too-distant future.

"We're definitely adding it to the mix for consideration," he said

Copenhagen will host the 13th annual MTV EMAs on Nov. 9.