MTV Networks is stepping up its European localization strategy with the rollout next year of specific channels for Denmark, Sweden, Norway and Finland. Those regions are currently serviced by MTV’s Stockholm-based Nordic stream.
Each of the new channels will feature tailored programming and music, local-language productions and local presenters.
MTV Networks Europe president/CEO Brent Hansen explains that the new services will provide greater choice for viewers and create opportunities for artists, labels, distributors and advertisers. “We are committed to localizing content, style and tone in all our territories around the world,” Hansen says. “I am particularly excited that the Nordic countries, who have made such a significant contribution to music and entertainment culture, will each now benefit from having that outlet.”
MTV Networks Nordic GM Clare Melford says the broadcaster is recruiting for key posts. The Danish channel is expected to launch in May 2005; start dates for the others have not been announced.