EXCLUSIVE | 10 to launch MTV Australia as new free-to-air multichannel
TV Blackbox can exclusively reveal Network 10 will add MTV Australia as a new multichannel to their free-to-air offering, once their parent company CBS re-merges with Viacom.
The move would see shows like Teen Mom/Teen Mom Australia, Catfish, The Hills and Geordie Shore land on the free-to-air channel and lift 10’s multichannel and daily ratings share offering significantly.
The additional multichannel will help 10 claw back network share, raising their offering in addition to 10 Bold and 10 Peach, up against Seven’s four* (7flix, 7mate, 7TWO and 7 food), and Nine’s three (9Go!, 9GEM, and 9Life).
Importantly it would reconnect the third-placed network with an all-important younger market they’ve struggled to attract in recent years.
10 are expected to announce further details at their 2020 Upfronts on October 10 in Sydney.
MTV is a flagship channel for Viacom Media Networks, a division of Viacom which recently announced it was re-merging with CBS, Network 10’s parent company.
The new company, ViacomCBS, will give the Australian broadcaster access to thousands of programs, and allow it to work within the “virtuous ecosystem” CBS Chief Creative Officer David Nevins spoke about recently.
MTV first launched in Australia in 1987 as a late-night program on Nine hosted by Richard Wilkins. In 1997, the brand re-emerged as a subscription channel on the Optus platform. As the public’s interest in music-video programming waned, MTV has transformed to become synonymous with producing edgy, younger reality and scripted TV content.
MTV currently produces a range of channels distributed in Australia as a part of the Foxtel and Fetch entertainment packs.
A spokesperson for Network 10 offered no comment when contacted for this story.
*Does not include datacasting and home shopping channels.