Reports last year said the Singapore-based Asian network, a joint venture between Polygram and MTV, had lost $49m in its first 18 months. The campaign is part of the network's newly aggressive attitude under recently appointed President Frank Brown.
The print campaign launches in regional advertising trade publications on March 7. Developed in-house, the campaign delivers three messages: MTV's flexibility in delivering localized services, opportunities for local and regional advertisers, and MTV's strong connection with its youth market.
The last message is based on research by the 1996 D'Arcy Masius Benton & Bowles Brainwaves' New World Teen Study Wave II, which found that 31% of Asian teens between 15-18 years old said MTV was their favorite music channel.
The five ads revolve around attention-grabbing headlines such as "Watch Your Language!" and "First we told Philips to get Out of the Box. Now we'd like to tell you where to go!".
Copyright February 1997, Crain Communications Inc.