When we think that deals in Asia are going two feet under, we have yet to see what is brewing within Viacom, which has recently announced its partnership with HJ Holdings, Inc. This means that for the first time an international music channel such as MTV, will be broadcasting via Hulu in Japan to its audience in Japan starting 1 June 2017.
Hulu, an online SVOD (Subscription Video on Demand) service operated by HJ Holdings, Inc., is a fully owned subsidiary of Nippon Television Network Corporation (Nippon TV), Japan’s first and leading commercial broadcaster.
What this partnership truly means is a 24/7 internationally curated music and entertainment experience via MTV MIX – the only music channel offering on the SVOD service. Aside from showing international and local music videos, the channel will also be offering a range of popular MTV reality programmes curated by MTV in line with the interests of its young target audience.
“We are thrilled we are expanding MTV’s reach to a younger demographic of Japanese music fans through the launch of MTV MIX on Hulu in Japan, giving fans access to top international music and entertainment anytime, anywhere,” said Susumu Imata, Senior Vice President and General Manager, Viacom Networks Japan.
“This is a great example of how we are enabling our distribution partners across multiple platforms to deepen the entertainment experience they offer their subscribers.” “We look forward to providing MTV channel to Hulu users, and being the channel’s first subscription-based OTT distributor,” said Hiroyuki Oho, President, Representative Director, HJ Holdings, Inc.
The rollout of MTV MIX follows the success of MTV HITS on AbemaTV, an advertising-supported OTT multi-channel linear platform in Japan a year ago.
Hulu has been offering its audiences in Japan with unlimited access to broad selections of premium content since late 2011. Its Japan business was fully acquired by Nippon TV in April 2014.