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MTV Creates World Channel


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"I am just an American girl at the end of the day, but I have a strong South Asian background. I eat with my hands, you know? We're, like, so hungry for hearing our own culture."

That's what MTV World is counting on as it introduces three new channels focusing on the growing population of young, acculturated Asian-Americans: first, MTV Desi, which will go on the air in late July; then MTV Chi, for Chinese-Americans, by the end of the year; and MTV K for Korean-Americans next year. The channels will not be merely tweaked reproductions of MTV India, MTV China or MTV Korea, three of MTV's 42 channels abroad. Rather, they will, like their target audiences, be hybrids, blending here and there and grappling with identity issues, mostly in English.

http://www.nytimes.com/2005/06/19/arts/music/19sont.html?

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