MTV Chi To Launch With Viewer-Voted Video

http://www.mtvasia.com/News/200511/17012813.html

MTV Chi To Launch With Viewer-Voted Video

November 17, 2005

MTV Chi, the soon-to-be-launched customized MTV channel catering to Chinese-American young adults in the U.S., is asking music fans worldwide to help shape its historic debut on December 6, 2005.

In an MTV first, MTV Chi will tap into MTV's immense global audience in the U.S., China, Taiwan, Hong Kong and Singapore to determine which artist and music video will be the first to air on the new network, which caters to the more than two million Chinese-Americans residing in the United States.

Via online voting, U.S.-based Chinese artists such as Jin and Johnny Hi-Fi will go head to head against Canto-pop legends like Andy Lau, Jacky Cheung and Leon Lai and Mandarin artists such as Jay Chou, Faye Wong, Jolin Tsai and Stefanie Sun as they vie for the privilege of being the premier music video to launch MTV Chi.

"MTV Chi's mission is to provide millions of Chinese-Americans a totally unique connection to the youth culture of their countries of origin," said Nusrat Durrani. "This type of exchange is a reflection of the day to day lives of many young Chinese Americans, and our goal is to have MTV Chi reflect that diverse and unique bi-cultural experience."

Websites for MTV's Chinese audiences throughout Asia will link to www.mtvchi.com where fans can place their vote, and the artist chosen will join the ranks of The Buggles' "Video Killed the Radio Star" (MTV US in 1981), Dire Straits' "Money For Nothing" (MTV Europe 1987), Chang Chih Cheng's "Back To Loneliness" (MTV China in 2003) and Rabbi Shergill's "Bulla Ki Jaana" (MTV Desi in 2005). The video receiving the most votes online will be unveiled on MTV Chi Tuesday, December 6 at 8:00PM ET/5:00PM PT, with streaming of the video and other MTV Chi programming available globally online at www.mtvchi.com on December 7.

MTV Chi will be a music-centric pop culture destination that will showcase Mandarin rock and pop, Canto-pop, Chinese hip-hop and other genres of music to American audiences. Presented in English by U.S.-based VJs and other guest hosts, MTV Chi will feature original programming including locally created packaging, news and events specifically designed for Chinese-Americans living in the United States, as well as some of the best Mandarin and Cantonese-language programming from the various MTV services in China, Taiwan, Hong Kong and Singapore.

MTV Chi will launch on December 6 and be available nationally via DIRECTV. Further programming information and distribution details will be announced shortly.

MTV Chi will be the second channel launched under the MTV World umbrella, each designed to super-serve ethnic populations in the United States. MTV Desi, serving audiences with roots in the Indian sub-continent, launched July 12, 2005 and is available on the DIRECTV HindiDirect™ programming package showcasing programming for South-Asian American audiences.

To vote for the video, click here.