 The end of the Ramadan month will see the launch of MTV Turkey, formed through a licensing agreement with MTV Europe and Turkish firm, Multi-Channel Developers (MCD). The new 24-hour channel is projected to reach 10 million viewers when it is launched on October 24th.
The aim according to MTV Turkey general manager Esra Guvenkaya, is “to open up a new and international platform for the Turkish musicians and to integrate them with the rest of the world.”
With new studios based in Istanbul, MTV Turkey will produce local adaptations of popular MTV programs such as Pimp My Ride, MTV News, VJ Search and Extreme Sports. A quarter of the programming will be dedicated to subtitled shows from MTV channels in the US and Europe.
Guvenkaya said MTV Turkey would be keen on tackling social issues but maintained that imported programs could be edited to suit a Turkish audience.
“We have conducted many focus groups to understand the habits of our potential audience,” said Guvenkaya. “Our findings have helped us shape our programming choices and local music selections.”
Guvenkaya would not specifiy how much is being invested in the channel saying only that it would be “enough to make it on par with MTV Europe.” She added that the channel would rely on advertising and sponsorships as the main revenue generators with eventual plans to draw profits from digital media and interactivity such as SMS.
“We are already off to a fortunate start as they [MTV Europe] provide us with creative, programming and technical guidance and most importantly know-how,” Guvenkaya said.
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