Poles want their MTV
MTV Networks Polska (MTVNP), a unit of MTV Networks International (MTVNI), announced it has been chosen to produce and broadcast a high-definition channel starting from next year. MTV's first-ever pan-European channel, which will focus on music and kids' entertainment shows, will expand MTVNP's portfolio to eight channels.
"Basing the new HD channel in Poland underlines our recognition of CEE as an increasingly important market, representing the biggest growth potential in the region," said Bhavneet Singh, senior vice president and managing director of MTVNI's emerging markets group. The company also announced that it is considering the launch of its popular children's channel, Nickelodeon, in Polish.
Earlier this summer MTVNP started to produce and broadcast MTV European, VH1 European and VH1 Classic European channels from its Warsaw branch. The channels are available in 44 countries around Europe, Africa and the Middle East. Other channels in MTVNP's portfolio include MTV Polska, VH1 Polska, Viva Polska and Comedy Central, which will celebrate its first anniversary in Poland this fall.
Last week Comedy Central began broadcasts of translated versions of the popular "The Daily Show."
"We can't compete with the big terrestrial channels, as we'll never have the production budgets or technical reach that they have. To stand out in a market flooded with mediocre, sanitized comedy programming, we have to produce shows that are edgier, bolder and unconventional," said the channel's manager Derrick Ogrodny.
This fall the channel will offer new episodes of "South Park," "Scrubs," "How I Met Your Mother," "Trailer Park Boys" and "Badly Dubbed Porn." MTVNP is also planning to use increasing interest and its enlarged portfolio for the further international promotion of Polish artists.
"Kayah was the first Polish singer to receive a very warm welcome abroad after the first Polish MTV Unplugged show that she did for us," said Izabella Wiley, MTVNP's general manager.
Since June 2006 MTVNP has enlarged its audience by almost 2.8 million new households and Comedy Central currently reaches 600,000 households across Poland. MTVNP's other three Polish-language channels reach approximately 11 million households. According to a recent study conducted by AGB Nielsen Media Research, the Polish MTV, Viva and VH1 channels are all enjoying steady annual audience growth.
