MTV launches Blink with Endemol

MTV is launching a new channel called Blink. The female-skewed channel will be run in partnership with formats giant Endemol.

Viacom International Media Networks, MTV’s recently rebadged global channels arm, is launching the channel initially in Poland this summer with plans to roll out it around the world in 2012.

The channel, which will be available on pay TV platforms Multimedia Polska and ‘n’, will launch with series including sitcom Hot in Cleveland and reality formats including Make Me A Supermodel and Fear Factor.

“We saw a unique opportunity to create a new brand in the entertainment space with a female skew. We think it’s different because it’s not a self help channel, it’s an entertainment channel,” said Bob Bakish, president and chief executive of Viacom International Media Networks. “We’re doing preliminary spade work on other territories. We have 160 TV feeds worldwide and we will expand this in 2012,” he added.

The deal was struck between Bhavneet Singh, managing director and executive VP, emerging markets, VIMN, Miki Chojnacka, VP, entertainment and Ynon Kreiz, chairman and chief executive of Endemol and Endemol CEE CEO Marina Williams.