"Audiences not reached on air can be reached on the ground."
This is the philosophy of MTV Philippines, a subsidiary of MTV, the multimedia brand for the youth, said MTV Philippines managing director Jack Madrid.
MTV Philippines is free to air because it is a UHF channel. However, the channel reaches only about a third or four million of the over 12 million households with television in the Philippines.“What we can’t reach through our television programs, we reach them through our ground events,” Madrid said in an interview.
Madrid was in Cebu to speak at the Entrepreneurship Conference at the Waterfront Cebu City Hotel and Casino last Friday.
Aside from on-ground events, MTV is also strengthening its relationship with cable operators, to urge them to air the channel in their network.
“After all, it’s free. They are not obliged to pay us,” he said.
MTV Philippines is celebrating its sixth anniversary this year. It plays songs of a wide variety of international artists, such as Black Eyed Peas, Britney Spears, Coldplay, Eminem, Franz Ferdinand and Gwen Stefani.
The channel also supports local music, including those of Gary Valenciano, Kyla, Regine Velasquez, Nina, Ogie Alcasid and Southborder.
Source: http://sunstar.com.ph
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