MTV To Bow Channels For U.S. Asians

Durrani to oversee new channels.

MTV said today (Dec. 14) that it will launch three music and entertainment channels to serve U.S.-based Indian, Chinese and Korean audiences.

MTV Desi, which will target viewers with roots in India, will launch first, followed by MTV China and MTV Korea in 2005. Additional channels are expected.

Nusrat Durrani has been appointed GM/senior VP of MTV World, overseeing the channels. Most recently, Durrani was VP of e-commerce for MTV, VH1, CMT and Comedy Central. Based in New York, Durrani will report to MTV Networks Music Group COO Rich Eigendorff.

The new channels, says MTV Networks International president Bill Roedy, represent "a milestone in our development as a global company."

MTV said the channels would augment tailored programming with music programs and other content from its international network.