MTV Networks International’s first pan-African music-television channel launched Tuesday.
The programmer launched MTV base to 1.3 million households in sub-Saharan Africa, marking worldwide channel No. 100 for MTVN.
MTV base launched with a specially composed rap from hip-hop artist Xzibit, host of MTV: Music Television’s Pimp My Ride.
The network was designed to appeal to young Africans aged 15-34, and it will feature “urban” music genres and artists from across the whole African continent, as well as artists from around the world, in a mix aimed at providing equal exposure for grassroots African and international music talent, MTVN International said.
“MTV base, as the company's 100th channel, is the most anticipated launch in our history -- it's our first dedicated African service, and it takes MTV's global footprint to every region of the world," MTVN International president Bill Roedy said in a prepared statement.
“MTV base celebrates the diversity of vibrant music culture across Africa, while offering rich, creative inspiration for MTV's global network,” he added.