MTV is continuing with its drive into emerging markets, yesterday revealing the launch of its first MTV service in Israel.
The service has been set up in partnership with Ananey Communications, one of the country's leading television and digital media organisations.
MTV Israel has been created from the ground up by a local team. The site - www.mtv.co.il - will provide Israeli youths with music videos from both international and local artists, as well as a raft of popular MTV shows including Punk'd and Pimp My Ride translated into Hebrew and a wide range of locally produced shows.
Local programmes available from launch include Ha'Mahadura, an anarchic look at celebrity and music news, and MTV News.
"There is an incredibly high internet penetration in Israel with more than 75 per cent of the population connected and a huge percentage of those people with broadband," said Bhavneet Singh, MD of MTVNI Emerging Markets. "Israeli youths are really ahead of the game when it comes to digital media.
"MTV Israel is much more than just music - it is a youth lifestyle brand."