MTV is launching in Israel this month as an online service, through a partnership with local TV and digital media firm Ananey Communications.

An initiative of MTV Networks International's Emerging Markets group, MTV Israel
arrives as a Hebrew-language on-demand service, comprising local and international music videos, MTV programs, music news and home-grown shows.

"There is an incredibly high Internet penetration in Israel with more than 75% of the population connected and a huge percentage of those people with broadband," explains Bhavneet Singh, managing director and senior VP, Emerging Markets.

"Israeli youths are really ahead of the game when it comes to digital media and our research shows that they spend as much time online as they do watching TV."

MTVNI already operates in Israel a Hebrew-language Nickelodeon channel, available via cable and satellite, plus the English language service MTV European service. MTVNI Emerging Markets handles mobile TV services MTV Music, MTV Shorts and Nickelodeon Israel in that market.