MTV Networks International will launch MTVNHD, a high-definition channel dedicated to music and kids, on Monday, Sept. 15 for viewers in Belgium, Denmark, Finland, Norway, Poland and Sweden, network officials said this week.
The 24-hour, English-language service will debut at noon CET with 30 Seconds to Mars’ video “A Beautiful Lie.”
MTVN International officials said the state-of-the-art channel “underlines its on-going commitment to providing its global audience with innovative premium content.”
Over 300 hours of HD music and kid-themed programming has been accumulated in the past two years, network officials said.
MTVNI intends to extend the MTVNHD service to France, Germany, the Netherlands, Portugal, Spain, the UK, Argentina, Brazil, Chile, Colombia, Mexico and Venezuela by the end of 2008.
"Entering the high-def universe is a natural next step in our growth as a premier global media company,” Robert Bakish, president of MTVN International, said in a statement. “This initiative strengthens our global portfolio of assets across our brands as we cater to our targeted audience in a format we are confident they will embrace.”
MTVNHD will be operated by MTVNI’s Emerging Markets Group, which will produce and broadcast the channel 24-hours a day from its Warsaw hub.
The channel's line-up will consist of music based and kids' programming that is original, acquired and from MTVNI's multi-branded library. Music content will include a variety of iconic series such as MTV Unplugged and VH1 Storytellers as well as high-profile live music events including Isle of MTV, Roskilde, the MTV Video Music Awards and the MTV Europe Music Awards.
A Nickelodeon programming block, broadcasting on Saturday and Sunday mornings, will play host to the network’s stable of popular kid’s shows such as SpongeBob SquarePants, Avatar: The Legend of Aang, Jimmy Neutron: Boy Genius, Tak & the Power of Juju and Mr. Meaty.
MTVNHD will be hosted by a number of personalities including MTV Latin America's Francisco Ortiz and English newcomer, Amy Perfect, selected from thousands of hopefuls.