Viacom International Media Networks announced it would be launching fully-owned MTV Russia earlier this year and it has now rolled out in the territory in the basic tier packages of Rostelecom, NTV Plus and Megafon, reaching 2.3 million homes at launch.
It is being programmed with MTV’s global programming hits dubbed into Russian including Catfish, Awkward, Jersey Shore and Pimp My Ride.
MTV said live music and music videos will make up a third of the schedule.
MTV was previously run under license in the country but VIMN ended its relationship with ProfMedia late last year and the deal expired this May meaning MTV Russia was off air. The Russian company had held the local license since 2007.
VIMN now operates 11 channels in Russia with Nickelodeon a notably strong performer and the number one pay TV channel in the country.
“Russia is a high growth market and key investment priority for VIMN, and the launch of our first-ever owned and operated MTV main channel, together with the success of Nickelodeon and Paramount Comedy, not only demonstrates our commitment to the market, but is also testament to our Moscow and London-based team’s vision and dedication,” said David Lynn, executive VP and managing director, VIMN UK.