MTV aims to bring other cultures to US with 'Iggy'
14 October, 2011
For almost three decades, MTV has helped bring US pop culture to a global audience, exporting videos from Madonna to Lil Wayne across the globe. But with its new program, "The MTV Iggy Show," and its new Iggy branding, the network plans to reverse the trend.
"What we've done traditionally in the past at MTV is we have taken versions of MTV and customized it to local audiences (internationally)," said Nusrat Durrani, MTV World's senior vice president and general manager. "What MTV Iggy is about is about global pop culture and global pop music, which actually is borderless. ... MTV is bringing the world to America."
"The MTV Iggy Show" will debut Monday on all of its networks, including MTV2 and MTV, as well as on its website. The half-hour weekly show will include videos and dispatches from around the globe. In addition, a new website, MTVIggy.com, includes videos, performances and other content from worldwide artists. MTV also plans to promote its Iggy brand through social media sites like Facebook and Twitter.
"Our audiences are discovering music now because of digital technology and social music. They're connecting from artists from faraway places. Frankly, we think that America could benefit from understanding the world a little bit better, and music is one of those windows. So what MTV Iggy does is provide America with a window to view global pop culture through," Durrani said.
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