Important note: Information in this article was accurate in 2004. The state of the art may have changed since the publication date.
Important note: Information in this article was accurate in 2004. The state of the art may have changed since the publication date.
Reuters NewMedia - Wednesday, October 27, 2004
The youth broadcaster aims to launch an English language African version of its 24-hour MTV Base channel in February 2005, taking African music and culture to some 1.3 million homes in 48 sub-Saharan countries.
MTV already broadcasts a mix of U.S. and European pop and rock to Africans on MTV Europe, but it reckons a specially tailored channel with African artists and presenters will swell its audience and showcase oft-neglected African talent.
"It will focus on reflecting the tastes and lifestyles of young people in Africa," an MTV spokeswoman said. "It's a way of better connecting with our audience there and giving African artists a platform."
MTV Base will feature African-made programmes and local music like South Africa's kwaito dance music, zouk, from the Caribbean, mbalax, from west Africa and made famous by Senegal's Youssou N'Dour, and hip-life -- the continent's own version of hip-hop.
The channel would also air HIV/AIDS awareness programmes in the world's worst-hit continent. As well as local music and programmes, MTV would broadcast standard U.S. and European MTV fare, where music stars take viewers on a tour of their houses, or the channel takes a behind the scenes look at how a music video is made.
MTV Base Africa will be carried on MultiChoice's DSTV pay TV platform. MTV Networks Europe is owned by U.S. media giant Viacom.
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