As of June 1, it will become fully owned and operated by the company for the first time in its 15-year history, having been previously operated as a joint venture. An HD version of the service will make its debut on October 1.
Commenting on the move, David Lynn, executive VP and MD, VIMN UK, said: “By taking full editorial and management control of MTV, we aim to strengthen its presence in the Russian market, which is a global priority for Viacom.
“The new-look MTV Russia will be much more closely aligned to the MTV brand globally – offering young Russians the full MTV brand experience, which is so popular with their counterparts in other countries.”
Elena Balmont, general manager, VIMN Russia, added: “MTV has unrivalled insight into youth audiences around the world; we know young Russians have much the same interests as young people the world over and have the same desire to be part of a global youth culture. We’re confident that the new-look MTV Russia will be a destination of choice across multimedia for young Russians, in the same way as it is for young audiences elsewhere.”
The previous MTV Russia was operated jointly with ProfMedia, which is replacing the channel with a new youth, information and entertainment-based channel named Pyatnitsa.