Viacom preps K-pop series for MTV Russia

Viacom and telco MTS are partnering for a K-pop-inspired reality series for MTV Russia.

The production, K-pop MTCamp, marks Viacom International Media Networks’ first local co-production with an affiliate partner in Russia.

The 29 x 30-minute show will be made with and exclusively for MTS. Aimed at Russia’s growing K-pop fanbase, the show is Europe’s first reality series dedicated to K-Pop music.

Around 25 contestants will be selected through an audition process overseen by judges including two-time Olympic figure skating silver medalist Evgenia Medvedeva. The chosen contestants will live together and perform against each other for a coveted place on a trip to South Korea.

The show will air on MTV Russia in the spring, culminating with a 90-minute doc special following the show’s five winners on the trip.

MTV Russia will also launch a weekly K-pop MTChart Show this December, hosted by Yuri Pak. The show will air in the lead-up to the reality series and run for its duration.

Elsewhere, Nicktoons will also launch in Russia on MTS this December, joining Viacom’s portfolio of channels launched on MTS in August, including Nickelodeon Russia, Nickelodeon HD, MTV Russia, Paramount Comedy and Spike.

The launch will bolster VIMN’s kids content output in Russia, where subscribers of MTS’ VOD services also now have access to Nickelodeon and Nick Jr. content.

The series will be exec produced by Yana Churikova and is being supported by Russian based representatives from the Korean Cultural Center, part of Korea’s Ministry of Culture, Sports and Tourism.

Elena Balmont, SVP and general director of VIMN in Russia, Georgia, Ukraine, the Baltics and CIS, said: “We’re delighted to be taking our partnership with MTS to new heights with a ‘first of its kind’ co-production that is set to redefine how broadcasters and their affiliate partners collaborate in Russia.

“K-pop music is hugely popular amongst MTV’s youth audience and K-pop MTCamp is a breakthrough project of a scale and scope rarely seen in our region. Our exclusive launch of Nicktoons will bring a raft of quality content to MTS subscribers and will be a unique go-to-market offering. This is an exciting moment in the evolution of Viacom’s business in Russia.”

Yana Churikova, head of MTV Russia, added: “The K-pop movement has gained significant momentum in 2018 and K-pop MTCamp will be a celebration of this phenomenal music genre. Giving five lucky winners a chance to travel to the home of K-pop is a dream come true prize and this series is sure to enthrall the millions of K-pop fans in Russia.”