Although the channel, which is operated by Inter Media Group, will still target a young audience aged 14-32, instead of MTV Ukraine content it will broadcast music, world and national showbiz news, programmes about celebrities and various entertainment shows.
It will also use the advertising slogan “Be closer”.
According to Sergey Demyanchuk, head of niche channels at Inter Media Group, “For my generation the MTV brand was a significant phenomenon in the youth subculture for many years. But as the years pass by, audience preferences, music and TV trends change. And we have to admit that the MTV brand doesn’t work anymore in our country. As well as MTV Russia, it ceases to exist on June 1.
“Nevertheless, there is a need for the existence of a youth-oriented channel. Now this channel is called ZOOM, which we’re going to develop buying high-quality content from the world’s top TV producers and increasing the amount of programmes of our own production. Ukrainian viewers, from one side, and the domestic advertising market, from the other, are in need of having their own strong music TV brand. I’m sure, that ZOOM has all the chances to have a strong position in this niche and become closer and clearer to our audience”.