"We hope that already in 2008 there will be an Israeli MTV channel" MTV Networks Inc. emerging markets senior producer, Matt Graff told "Globes" in an interview at the launch of the MTV Israel internet site by Ananey Communications. According to Graff "We want to create the channel as soon as possible. We are working on it. Basically, we are doing internet now, but thinking television and we have everything required to get going. As soon as we decide to set it up, 50% of what we need already exists."
Graff knows Israel quite well. In the past he milked cows at Kibbutz Beit Haemek, while considering Aliyah (Immigration) He abandoned the Aliyah idea and returned abroad to work in television.
Ten days ago, Ananey launched the MTV Israel website. A number of MTV executives arrived in Israel for the launch, including Graff, whose position includes responsibility for establishing a local production team, developing new formats for content in each country and all the while to ensure integration of local, global and the MTV brand character.
Israel is the first country to launch its own MTV site. The ownership of the website is shared between Ananey and MTV Networks, with Ananey paying annual franchise fee of $250,000 to MTV.
Graff explains that there are a number of reasons for the choice of Israel as the first local MTV website: the fact that MTV cannot advertise on local television brought them to seek alternative sources of income. The rapid technology adoption in Israel, with the country being very advanced in internet and cellular use with very high penetration rates. Graff believes that between the high technology adoption rate and penetration rates, he can provide what the people want.
Graff said "There is no better solution for music on the internet today. People enjoy music through various means, some through the computer, others through television, some through cellulars and others through an I-pod. We want to grab all those people from everywhere, and now, through the internet, we can get them somewhere other than on television.
Published by Globes [online], Israel business news - www.globes.co.il - on October 25, 2007
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