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February 21, 2007
MTV shuts down Asian channels

After launching with much fanfare (including a story in Hyphen), MTV is closing down its channels that targeted Asian American audiences.

MTV's move follows programming cuts at AZN Television, which is mostly repeats and movies now. ImaginAsian is still hanging in there as well.

MTV should get credit for making the effort and trying the niche in creating MTV Chi (for Chinese Americans, MTV Desi (for South Asians) and MTV K (for Korean Americans) rather than the one-size-fits-all approach that many other media outlets have taken.

The reality is there is no definition of "Asian American" that rolls off a marketing executive's tongue easily. According to this study, Asian-American youth feel ignored, excluded and misunderstood by most brands. It's probably just not the youth that feel this way.

Many Asian American media outlets have tried and died, but we here at Hyphen are going strong and will make our best effort to be relevant to as many people as possible.

Posted by harry at February 21, 2007 10:51 AM


Comments

Last time I checked, Hyphen was also employing a "one-size-fits-all" strategy. If a company with the resources and "cache" of MTV (Viacom) couldn't succeed in creating ethnic specific channels-- don't expect it to happen anytime soon.
Supporters of Asian American television had better start supporting AZN and iaTV or they will be gone soon too.

Posted by: Gil at February 21, 2007 1:09 PM

ABS-CBN is launching its MYX music channel here in the USA on February 28th.
http://beta.myx.tv/
http://en.wikipedia.org/wiki/MYX

Posted by: Darren at February 21, 2007 4:36 PM

Hyphen is the best thing out there. Keep up the good work. For pop culture culture to succed in America from a minority group, it has to be dumbed, down and stereotyped. Take Todays Hip op for example, or rock N roll, or Hollywood. these genres of entertainment do not uplift people today, but Asians are so kick to accept them. stay Asian 100 percent support Asian

Posted by: Anonymous at February 21, 2007 8:54 PM

While some Asian activists may be petitioning to keep MTV-Chi, MTV-K, and MTV-Desi up and running, I say GOOD RIDDANCE.

It's not that I do not support Asian-American culture. I am a fervent supporter, consumer and producer of such content. But MTV World is just a cultural ghetto to which Asian-Americans have been relegated so as not to contaminate what Viacom perceives to be marketable mainstream culture.

But imagine what would have happened with U2 in the 1980s if Bono and pals were relegated only to an "MTV-Eire." Would they have ever broken into the American mainstream?

Which begs the question: if MTV-Chi, MTV-K, and MTV-Desi were to shut down, would their content and programming then migrate to the mainstream MTV? I wouldn't bet on it, but it would be nice, wouldn't it?

Posted by: SoulSnax at February 27, 2007 3:15 PM

When a culture goes mainstream, its the ending of that Art form. Since Hip Hop has become so commercilzed its falling. Its saturated with so much junk its not worth listening to anymore. If Asian culture went mainstream it would be ruined. Keep it in the neighborhood

Posted by: STAY at February 27, 2007 8:34 PM

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