San Francisco-based MYX TV will take a
run at the Asian-American market with English-language
entertainment programming targeted to viewers on multiple
The four-year-old network, which currently has 5 million
viewers on DirecTV and select Comcast and Cox Communications
systems, earlier this month unveiled a new logo
and new on-air look that it hopes will target young, affluent
and tech savvy Asian-American viewer, according to
Miguel Santos, head of the network.
MYX TV, owned by Philippines-based ABS-CBN Corp.,
will develop most of its reality-based and music-themed
programming in the U.S. to serve the sensibilities of the
said Santos. Among
the shows set to air on the
network are MYX-Rated,
a pop-culture magazine
show; Press Play, featuring
YouTube music videos
from independent Asian-
American artists; and
MYX TV Top 10, a musicvideo
MYX TV has also acquired the rights to the classic 1980s
animated series Voltron, according to Santos.
The network will also have a major presence online.
Website myx.tv, which currently generates more than
600,000 page views and more than 70,000 unique visitors a
month, offers past episodes of original shows as well as exclusive
music videos, interviews with Asian-American celebrities.
The network has also signed sixteen bloggers to
discuss Asian-American issues and trends on the website.
“TV is basically our anchor platform, although we know
we can’t just rely on TV so we’re offering a combination of
all platforms,” he said. “We really want to be where all audiences
at all times.”
Santos said the network is expected to launch this year
in markets with significant Asian populations such as New
York, Los Angeles, San Diego, Hawaii and Seattle this year.
The network is not asking for a licensing fee for carriage, but
is seeking basic distribution.
The smarter way to stay on top of the multichannel video marketplace. Sign up below.
R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.