MTV Chi Launches


MTV Networks launched a network targeted toward Chinese Americans Tuesday.

MTV Chi, which launched under the MTV World umbrella, is a full-time network featuring original and acquired programming for young Chinese-American audiences and available nationwide via direct-broadcast satellite service DirecTV Inc.

The first MTV World service, MTV Desi, targeted toward viewers in the United States with ties to the Indian subcontinent, launched on DirecTV July 12.

MTVK, catering to Korean Americans, is scheduled to launch in early 2006, the programmer said.

“Starting with [MTV: Music Television’s] launch in 1981, through to mtvU’s debut two years ago and MTV Desi this summer, we are always exploring creative and exciting ways to superserve our incredibly diverse audiences,” MTV president Christina Norman said in a prepared statement.

“Creating and launching channels like MTV Chi and MTV Desi -- each specifically created for bicultural audiences in the United States -- is the next big opportunity for us to further connect with young adults, as well as bring new musical genres into the mainstream,” she added.