MTV Overdrive Debuts in Australia

MTV Overdrive will be launched in Down Under from19 April onwards. MTV Overdrive is an advertising supported channel, offered free to customers. It functions similarly as YouTube except
(a) the content is mainly proprietary to MTV
(b) an ad is shown before you could watch the video you desire. The content includes TV shows, music videos and extras such as behind the scenes, after show parties and exclusive footage.

MTV Asia has been aggresively rolling out their digital platform since last year. MTV Overdrive was launched in US in April last year and since been launched in various countries in Europe as well as Latin America. MTV Asia rolled out Boombox in Korea last year too.

Today's audience, especially youths are increasingly weaned on total choice with regards to their media consumption. Their attitude towards media is : "I want to watch what I want anytime I want on whatever medium I want". MTV is trying to reach out to its core audience by being accessible anytime, anywhere.

Site visit: http://www.mtv.com/overdrive/

BBC Features Climate Related Programmes

Throughout April, BBC had regularly been featuring a host of climate related documentaries, programmes and reports.

Some of the programmes include:
- "Are We Changing Planet Earth? "Can We Save Planet Earth?" by Sir David Attenborough
- "Five Disasters Waiting To Happen "
- "Green Business" by the World Business Report team
- "HARDtalk" (special week of interviews with key spokespeople on climate change)
- special editions of "Earth Report"

The recent events: tsunami (April 2nd, Solomon Islands & earthquake (April 15th, Japan) sparked off a re-look at the issues of climate change and global warming. Even TIME magazine released a special double issue "The Global Warmng Survival Guide" on 9 April 07. BBC is quick to respond to this emphasis by rolling out a series of climate related programmes.

In order to retain and garner more eyeballs, stations will need to continually source out for relevant and timely content.


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© 2007 Equinox

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