Viacom International Media Networks (VIMN) is re-launching the 15-year old MTV Russia on Saturday (June 1), after taking full editorial control of the network.
The news comes after VIMN and ProfMedia, which previously co-owned the network, dissolved their partnership in December 2012.
With music programming and MTV content including Jersey Shore and The Hills, MTV Russia will also offer local shows for its Russian audience, as well as a talent search for the new face of MTV Russia. The content will reflect the findings of a survey VIMN conducted, which found that Russian millennials like watching U.S. and UK content, and prefer music TV programs more than reality television.
An HD version of the network will launch on October 1.
“By taking full editorial and management control of MTV, we aim to strengthen its presence in the Russian market, which is a global priority for Viacom,” said David Lynn, VIMN UK’s executive VP and MD. “The new-look MTV Russia will be much more closely aligned to the MTV brand globally – offering young Russians the full MTV brand experience, which is so popular with their counterparts in other countries.”
“MTV has unrivaled insight into youth audiences around the world; we know young Russians have much the same interests as young people the world over and have the same desire to be part of a global youth culture,” added Elena Balmont, general manager of VIMN Russia.