MTV Europe reaches 100m households

MTV, Europe's most widely distributed television network, has achieved the distribution milestone of over 100m homes in Europe.

The landmark comes as a result of MTV Italia's move to the terrestrial channel TMC2, which has boosted distribution by 31.7% to 15 m homes. MTV Monitor data also has revealed that Europe's multi-channel viewers have reaffirmed MTV's leadership position, calling MTV their No. 1 music TV channel in markets across Europe, including Italy, France, Germany, Switzerland, Austria, Poland, Spain, UK& Ireland and the Nordic territories.

MTV's 8 localised Web sites are also the leading music destination online across Europe, with a cumulative 40 m page views monthly. MTV Europe announced the debut of its latest website, www.mtv.fr, to launch 11 July for French speaking audiences in France, Switzerland, Belgium and Monaco.

Commented Brent Hansen: "This landmark 100 million homes achievement is a result of MTV Europe's aggressive regionalisation strategy, which has doubled its distribution from 50 to 100 million homes since 1997, and has driven the MTV brand from one single pan-European channel to 14 localised music channels and 8 Web sites in Europe.

"100 million homes means that we are far and away the most widely distributed music television network in Europe and indicative of the strength of the MTV brand. This, combined with our leadership in Europe, is proven by Monitor research which overwhelmingly shows all our MTV services to be ahead of their nearest competitors in channel preference, relevance and music policy. In short, our audiences in Europe are really enjoying what we are doing, which is our measure of success."

See news extra here for more on MTV Monitor's Research.