MTV looks to HD

New HD channel underscores commitment to innovation in music and kids entertainment
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MTV Networks International has revealed plans to launch its first ever pan-European high definition service in 2008.

The launch signals MTVNI’s on-going commitment to innovation as it strives to provide audiences with superior music and kids entertainment across platforms. The company will be drawing on its massive library of content across brands including MTV, VH1 and Nickelodeon.

Music content available from launch will include series such as MTV Unplugged and VH1 Storytellers, as well as events like the MTV Video Music Awards and the MTV Europe Music Awards.

A kids programming block, broadcasting daily each morning, will play host to the Nickelodeon stable of hit shows like SpongeBob Squarepants, Avatar, Ren & Stimpy and live action series including Drake & Josh.

“We believe that the terrific clarity and surround sound aspect of the high definition medium are a perfect complement to our music, young adult and kids programming,” said Bob Bakish, president of MTVNI.

“We are constantly looking for fresh, innovative ways to bring programming to our audiences and actively embrace a multi-brand, multi-platform strategy. Launching on HD is the natural next step.”

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