MavTV Establishes JV In United Kingdom

Male-lifestyle channel MavTV is taking its content and possibly its name across the Pond.

Denver-based MavTV is joining forces with United Kingdom-based Portland Media’ eSports channel, XLeagueTV.

Under the agreement terms of which were not disclosed, MavTV will supply “a substantial amount of the content it holds rights for” to XLeague.TV, said Steve Smith, MavTV president. Targeting men 18 to 54, MavTV fare includes sports and athletics analysis, plus shows about gaming, comedy, women and relationships, health and fitness, finance, gadgets. The network, which has some almost 6 million U.S. subscribers through carriage pacts with Cablevision Systems Corp., Charter Communications and Verizon’s FiOS TV, also shows films.

The addition of MavTV’s programming will help XLeague.TV, which currently counts some 8.2 million subscribers via its position on channel 279 on BSkyB, evolve into a more male-oriented gaming and entertainment channel in the UK.

Smith said a decision will likely be made in January relative to a new name for the service, which should reflect the MavTV brand in some capacity.

XLeague.TV offers a comprehensive range of services to its members including leagues and tournaments, customizable user profiles, match scheduling and club and team creation. By competing on, gamers get the opportunity to be invited to the studio to play on TV. 

 “The landscape of multi-channel television is changing, and this kind of deal is the best way to grow XLeague.TV’s audience while keeping the channel’s core values,” said Portland TV managing director Paul Dunthorne in a statement. “With limited slots now available from Sky, this kind of deal is becoming commonplace, and is a natural fit of two similar channels coming together. Offering all kinds of gaming content will hopefully attract new viewers to the channel, whilst keeping our hardcore XLeague.TV viewers happy. MavTV is a perfect fit with Portland’s network group.”