MTV China announces management changes

MUMBAI: MTV Asia has announced several new appointments to the management team for its operations in China.

Roger Xu is now MTV Networks China GM. He is responsible for the overall business operations and charting the strategic growth of the channel.

Flora Xie is the GM of the channel that MTV runs in China. Christina Leung is the deputy GM. In addition, Bobby Yuan has come on board as VP and general manager for MTV Taiwan.

As had been reported earlier by Indiantelevision.com a couple of months ago, MTV had announced its intentions of penetrating the country further through the mobile platform. The broadcaster is partnering with China Mobile’s division Guangdong M-Zone for a new talent-search reality show for MTV China.

The show in question is MTV Battle To Fame. It will search for the a superstar from the Southern China region. Last month a multimedia advertising campaign combining MTV’s TV and online platforms, M-Zone’s mobile network, and print, radio and outdoor promotions reached out to the youth in the Guangdong region to promote the star search