CULTURE

MTV Greece prepares to launch

MTV, the ubiquitous music video and pop culture television station which first aired in Greece back in 1988 as part of state broadcaster ERT’s wider offering before being dropped from the local airwaves many years later, will be reintroduced next spring, this time as a local Greek-language edition. MTV Greece, a project whose launch is scheduled for May next year, was presented just days ago by shipping entrepreneur Victor Restis, who acquired the rights to operate the Greek subsidiary of MTV last summer. The station’s local edition will be the 36th MTV station in Europe. Once added, the Greek language will become the entertainment chain’s 29th official language. On an international level, MTV broadcasts in 150 countries. At the presentation, Restis described MTV as a major commercial brand «without frontiers, that passionately supports music, the provocative message of youth and the eradication of piracy in music.» MTV Greece plans to broadcast local and international music, as well as MTV’s trademark shows which will be shown with subtitles in Greek. The multinational enterprise’s managing director for Southeastern Europe, Antonio Cambo Dall’Orto, noted that successful entry into local markets required making revisions according to local youth culture. The regional chief added that success relied on discovering and offering the right mix of local and international music and shows for respective countries. MTV Greece will broadcast through an existing frequency used by Athens TV station Smart. MTV Greece intends to also develop a nationwide network. Several months after its launch, MTV Greece also plans to broadcast over the Internet.