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ThE MaStEr

MTV turns pay in Germany
By Robert Briel
Published: October 5, 2010 10.06 Europe/London

MTV Networks has said that beginning next year, MTV Deutschland will become a pay-basic channel. Viva, also owned by the company, will remain a free-to-air music channel and become the ‘main music and entertainment channel’.

MTV is currently negotiating with various cable, IPTV and satellite DTH platforms to place the channel. In addition, MTV will also launch MTV Brand New as a music clips-only channel. Viva will be positioned as a showcase channel for the other brands of the company as is already the case in the UK where it has taken the place of TMF on Freeview.

MTV Networks already operates the channels MTV Rocks, VH1 and Nicktoons as pay-TV channels in the German market,. Over the past three years, the turnover of these channels has grown threefold. Nickelodeon and Comedy Central remain free-to-air for the moment.

The move by MTV marks the first time a German free-to-air broadcaster has moved into the encrypted television arena.


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