• December 14, 2004

MTV Tuesday announced plans to add three new multicultural TV channels aimed at "super-serving" specific ethnic populations in the U.S. The channels will feature music and shows from MTV's international channels and original programming, promos and packaging. The first of the channels will be MTV Desi, aimed at viewers with roots in the Indian sub-continent living in the U.S., followed by MTV China and MTV Korea in 2005. MTV said its research shows ethnic populations in the U.S. are currently: "underserved by the media and there is a great appetite for local language channels amongst these groups. Many of these ethnic groups prefer speaking their home language, and are hungry for music and culture from their country of origin." Additional ethnic channels are expected to follow. -- JM