MTV Beefs Up Its Asian Web Site Presence

Alan Breznick

Spreading its wings in cyberspace, MTV Networks formed a joint venture with Tricast Ltd. last week to create English, Chinese and probably several other "language-specific" Web sites for Asian audiences.

The new venture, called MTV Asia Online, is part of MTV Networks' effort to develop complementary cable programming channels and Web sites for nations and regions around the world. In Europe, for instance, MTV Networks now has customized Web sites for the United Kingdom, Italy and Germany, as well as a pan-European site, corresponding to its four European programming networks.

"Most MTVs around the world have Web sites," said Tony Elison, director of international online development for MTV Networks. The Viacom Inc. division now has at least 13 separate MTV channels blanketing the globe, many with companion Web sites.

But with Tricast, a leading Asian online content provider, as its partner, MTV Networks aims to go even further in Asia. Under the long-term, revenue-sharing agreement, the two companies plan to craft six or more regionalized Web sites in the region, including ones for China, India, the Philippines, Indonesia, Malaysia, Thailand and South Korea, even if MTV has no TV presence in that nation yet.

"There's no lid on the number of sites," Elison said. "We may look at customizing an Internet service first. We're not necessarily wedded to the idea of a channel first."

Conspicuously missing from the list is Japan, from which MTV Networks recently exited. Elison said there are no plans for a Japanese MTV Web site right now.

The Asian Web push comes as Internet usage, while relatively small by U.S. standards, surges in Asia. MTV officials cite estimates of 12 million to 20 million online users in the target region, with Japan accounting for another 11 million.

At the same time, MTV Networks has been aggressively expanding its TV distribution throughout Asia, relying on a mix of cable, satellite and broadcast syndication. The division's three Asian channels-MTV Mandarin, MTV India and MTV Southeast Asia-now reach about 100 million homes, with China and Taiwan accounting for 40% of the total.

"We're optimistic about the long-term prospects in these markets," Elison said.

MTV Networks already runs an English-language MTV Asia Web site, largely as a promotional vehicle for its TV channels. Plans call for overhauling and re-launching the site by the spring, adding customized content and such interactive features as electronic chats, discussion groups, software downloads and online shopping.