BOMBAY A decade after Nawaz Sharif, then the Prime Minister, condemned the “jeans, jacket and pop culture” of American-influenced rock bands, MTV has arrived in Pakistan to pump out its globalised sounds.
MTV Pakistan began broadcasting this week after the New York-based television network, a subsidiary of the US media group Viacom, signed a licensing agreement with Indus Media Group, a local music channel.
MTV will be Pakistan’s fourth music channel after Indus Music, The Muzik and ARY Music and will be broadcast in English and Urdu.
The company said that MTV Pakistan would blend international formats with Pakistan’s rich music scene but would be sensitive to local culture.
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“The look and feel would be fresh, locally relevant and international,” Bill Roedy, president of MTV Networks International, said.