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MTV launches Israeli channel online

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MTV has today launched in Israel as a Hebrew-language internet service.

MTV Networks International's emerging markets group has teamed up with Israeli media group Ananey Communications to produce MTV.co.il.

It is produced in Israel and features full-screen music videos and translated MTV shows including Punk'd, Pimp My Ride, Beavis and Butthead and The Virgin Diaries.

There are also Israeli-produced programmes including celebrity and music news show Ha'Mahadura and animated series Ha'Monit.

Bhavneet Singh, managing director and senior vice president of MTV emerging markets, commented: "There is an incredibly high internet penetration in Israel with more than 75 per cent of the population connected and a huge percentage of those people with broadband.

"Israeli youths are really ahead of the game when it comes to digital media and our research shows that they spend as much time online as they do watching TV.

"MTV Israel is much more than just music - it is a youth lifestyle brand - and we're proud to be working with Ananey to give Israel's youth the very best content in the digital space, whenever and wherever they want it."

Access is free and on-demand and allows users to create personalised playlists. There is also a music themed social networking community and concerts, music reviews, interviews and live chats.

MTVNI already operates a Hebrew-language Nickelodeon channel on cable and satellite, English MTV Europe and mobile TV services MTV Music, MTV Shorts and Nickelodeon Israel in the country.

Ananey Communications founder Udi Meiron said: "The combination of Ananey's creativity and the strongest music brand in the world has produced a dynamic new product for the Israeli market.

"As a result, we hope that MTV.co.il will dominate the music scene and will be a pioneering example for similar MTV portals around the globe."

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