Word: mtv
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...POSTCARDS FROM BUSTER FOR FEATURING A LESBIAN COUPLE WITH CHILDREN, AND YOU GOT A LOT OF CRITICISM. DO YOU REGRET DOING THAT? No. Public broadcasting has the special trust of the American people. When I turn on public broadcasting, I don't think I'm turning on MTV or whatever. These are programs for young kids...
Meanwhile, the mothers of adolescent girls will be shutting off their daughters’ radios and MTV in blind fear. Never has “I want my MTV” seemed so frightening, coming from TRL’s screaming, blooming, pubescent hordes...
...Sean is an hour late, but the crowd gathered in the makeshift studio at MTV's Times Square headquarters doesn't seem to mind. Twenty-some twenty-somethings are sitting around the edges of the room when the spiky-haired British R&B star finally enters, causing more than one girl to lean forward. Sean is miked and seated in front of an MTV logo reminiscent of the Taj Mahal. The camera rolls, and the interview begins. Sean talks about being a kid and starting a band in England with his cousin, recording their first demo tape in his bedroom...
Welcome to the next marketing frontier. For years, Western companies have understood the potential of 1 billion consumers in India, but now they are slowly starting to realize the purchasing power of people in the U.S. who trace their roots to the subcontinent--a group known as desis. MTV India has aired overseas since 1996, but MTV Desi--a channel for Americans of Indian, Pakistani, Bangladeshi, Sri Lankan, Bhutanese and Nepalese descent--is brand new, launching this summer. And MTV isn't alone as it chases desi dollars. South Asian marketing is still in its infancy, but early adopters like...
That's what the folks back at MTV are banking on too. "If you wanted to reach young South Asians, there hasn't been a branded, credible platform," says Nusrat Durrani, senior V.P. and general manager of MTV World. Voil MTV Desi, which should air nationally in July. After Jay Sean's interview, he sticks around to pose for photographs with fans. "To me, it's been a long time coming," the singer says between autographs. "There is a massive market out there." Sean, an artist and an entrepreneur, pauses and then continues, "We make up one-fifth...