MTV Networks International’s (“MTVNI”) Emerging Markets group and CentralEuropean Media Enterprises Ltd. (“CME”) (Nasdaq: CETV; Prague Stock Exchange), the leading television broadcaster in Central and Eastern Europe, has announced that MTVNI and CME have entered into a multi-year licensing agreement granting rights to CME subsidiary PRO TV to operate MTV’s localized channel in Romania.
Bhavneet Singh, Managing Director and Senior Vice President, MTVNI,Emerging Markets, commented: “We are delighted to announce this deal and
our new relationship with CME and PRO TV. The PRO TV family of channels is at the very top of their game in Romania and we are confident that they will help us take MTV Romania to the next level. MTV Romania is one of our longest-running localized channels in Central and Eastern Europe and has enjoyed tremendous success to date. Together with PRO TV, we can’t wait to give our Romanian audiences even more dynamic, exciting and trendsetting content, not just on TV, but on every multi-media platform.”
Michael Garin, CME’s Chief Executive Officer, added: “We are thrilled to have an opportunity to make MTV our fifth network in Romania. Our Romanian operations demonstrate the success of our multi-channel strategy in driving growth and we plan to continue to launch additional channels targeting specific demographics as opportunities arise.”
Costi Mocanu, Chief Executive Officer of PRO TV, said: “We welcome MTV to the PRO TV family. MTV Romania will be a great complement to our existing portfolio of channels, giving our viewers and advertisers an even more complete media offering.”
MTV Romania will continue to operate as a fully-localized, 24-hour youth lifestyle channel, providing the very best in international and local music and long-form programming. The channel, which first launched in 2002,reaches 10.5 million people and features Romanian adaptations of TotalRequest Live, Hitlist Romania and Dance Floor Chart, among others, along with internationally renowned programs such as Pimp My Ride, Punk’d,Boiling Point and Beavis and Butthead. MTV Romania will join PRO TV’s family of terrestrial and cable entertainment and thematic channels, which reach 82% of Romania’s 21.6 million people.
MTVNI’s Emerging Markets group is the fastest growing region in the company’s portfolio of multi-platform businesses. The Emerging Markets group manages 22 television channels, 20 websites, two broadband channels and three mobile TV channels encompassing the MTV, VH1, Nickelodeon, VIVA and Comedy Central brands in Russia, Central & Eastern Europe, Central Asia and the Middle East. MTVNI is owned by Viacom Inc (NYSE: VIA, VIA.B).