MUMBAI: Thailand?s MCot has entered into a strategic alliance with Viacom International Media Networks (VIMN) Asia and appleTool Co. Ltd, a local general entertainment content provider and subsidiary of VR1 Media Group, to collaborate on production, licensing, distribution and live events for MTV Thailand.

This follows an announcement last week on an exclusive licensing agreement between VIMN and appleTool to bring back MTV Thailand to its Thai fans. At a signing ceremony in front of Thai media and trade partners, MCot also announced a licensing agreement with VR1 Media Group to offer a Nickelodeon branded block on MCOT?s Modernine that will launch on 22 June.

The MTV Thailand channel will officially launch on 1 May 2013 and reach over 10 million households (approximately 50 per cent of total TV households in the country). The channel will be distributed on C-band satellite and on Ku-band satellite, which provides access to True Visions? 2 million Pay-TV subscriber base through its Freeview Pack on Channel 59, and on C-band satellite. Plans for MTV Thailand include local productions, on-ground events and an enhanced range of programs specially catered for the Thai youth market, including the "MTV VJ Hunt" for Thailand.

The selected MTV VJs will become the extension of the brand?s personality in Thailand, present MTV Thailand?s original productions, and introduce viewers to local and international talents. The plan is to fully localize MTV Thailand - made in Thailand for Thai viewers.

Mcot president Dr Anek Permvongseni said, "I am delighted we are joining hands with appleTool, a strong local content producer, who will be responsible for the localisation of MTV Thailand. This is a ground-breaking alliance that has not been done in the Thai media industry and will really bring us to the forefront of local content production. Look out for more to come, including a move towards digitisation."

"VIMN brings expertise in creating youth-oriented programming, brand strength and production expertise into the mix. Furthermore, we will be bringing Nickelodeon to Modernine. I am confident of the success of this strategic alliance that really strengthens our channels? line-up for our audiences," he added.

VIMN Asia MD and executive VP Indra Suharjono said, "This strategic alliance will give our content a presence that no other non-Thai channel has today. We will be the widest distributed international channel in Thailand as we will be across all major platforms, including True Visions, PSI C-band, and DTV.

"Mcot?s over 60-year history and dominance in the Thai media market makes them a logical and strong partner and we have certainly fulfilled our on-going strategy to extend the coverage of both MTV and Nickelodeon brands across Asia, especially in a fast-growing market like Thailand.

"We are just as thrilled that we can bring the Nickelodeon experience onto Modernine, where Thai kids can now undoubtedly connect with their beloved characters on Nickelodeon."

VR1 Media Group CEO Byrd Kulpong Bunnag said, "We look to build an exceptional platform for the creation and delivery of great music and entertainment for the Thai youth.

"Our collaboration with such an iconic youth entertainment brand like MTV represents an opportunity for local talents and youths to engage each other as we create a channel that features some of the very best of MTV for Thai millennials."

The launch of MTV Thailand and the Nickelodeon branded block represent an opportunity for the three parties? business partners, including advertisers, record labels, the talent community and multiplatform distributors.