this is interesting...

i came home last night and turned on my TV to find a new channel: MTV CHi playing chinese music videos in decidedly non-fob packaging. wtf is this? coulda swore it wasnt here before. turns out MTV launched some new channels dedicated to asian americans.

New York Times says:

"The channels will not be merely tweaked reproductions of MTV India, MTV China or MTV Korea, three of MTV's 42 channels abroad. Rather, they will, like their target audiences, be hybrids, blending here and there and grappling with identity issues, mostly in English. MTV Desi will serve as the prototype. Interspersed among Bollywood videos, electronic tabla music and English-Gujarati hip-hop, it will feature brief documentary clips profiling desis, comic skits about South Asian-American generational conflicts, interviews with bicultural artists and desi house parties, live. MTV Chi will mix up Mandarin rock, Canto pop and Chinese-American rap; MTV K will tap into South Korean hip-hop and the little-known but vibrant Korean-American pop scene."

further reading:

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