MTV Reaches Out To More Viewers Across SEA

MTV REACHES OUT TO MORE VIEWERS ACROSS SOUTHEAST ASIA IN FIRST QUARTER 2011
Long-Form Programming Resonates With Young Adult Viewers

SINGAPORE / MALAYSIA / PHILIPPINES, 28 April 2011: MTV, the leading multimedia brand and television channel for youth reached over 575,000 more core young adult Southeast Asian cable viewers aged 15 to 34 in the first quarter of 2011 as compared to same period last year. The excellent performance was driven by an increase of 101% in reach amongst Philippines viewers (CA 13-34).   

In the Philippines, the channel continued to maintain its ratings in the first quarter while competitors' ratings decreased during this period. Average daily time spent on MTV experienced the biggest increase among competitors with viewers aged 13 to 34 years old spending 12% more time watching the channel compared to the same quarter last year. Jersey Shore continues to gain popularity with the Philippines audience and is up 300% in ratings from the previous quarter, signaling a strong and positive spike in interest for the number one series across cable and broadcast in the US.

Singapore viewers aged 15 to 34 spent 49% (+ 9.78mins) more time on the channel compared to the previous quarter. This was fueled by an increase in popularity for long-form reality shows in March 2011. Top performing long-form programs in Singapore include original cable series The Hills, The City, Jersey Shore and Teen Mom.

Long-form reality shows are also gaining traction amongst Malaysian cable viewers aged 15 to 34 with Disaster Date on 24 March topping the MTV top programs chart for the first quarter with an average rating of 0.75.  Top performing programs comprise mainly of long-form formats such as Pimp My Ride, MTV Cribs, Plain Jane and My Super Sweet 16. Average daily time spent increased by 8% from the same quarter last year, while competitors such as AXN, Star World and E! experienced decreases in average daily time spent on their channels.

Source: Kantar Media (TNS) & AGB Nielsen Media, Period: 1 January – 31 March 2011

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ABOUT MTV NETWORKS IN ASIA AND THE PACIFIC

MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), is one of the world's leading creators of programming and content across all media platforms. MTV Networks in Asia and the Pacific comprises three distinctly branded channels in the region reaching more than 400 million households: MTV, the world's largest television network and the leading multimedia brand for youth; Nickelodeon, the leading entertainment brand dedicated exclusively to kids; and VH1, the music video network that keeps adult viewers connected to the music they love. In Asia and the Pacific, MTV and Nickelodeon's businesses also include branded consumer products, program sales and digital media comprising of 19 websites, three broadband services and various mobile platforms. MTV Networks in Asia and the Pacific has a total of 25 channels which are seen via 24-hour feeds and program blocks.

MEDIA CONTACT INFORMATION:

MTV Networks Asia
Wong Ching Yee
Communications Manager, Brand Management
T : +65 6420-7154 (direct)
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