Riding on the success of it's music channel, MTV has decided that it is the time when it can exploit its potential as a strong brand an take the pay-TV route.

Speaking to The Economic Times, MTV Networks Asia president Frank Brown announced that the channel will be encrypted at the 'right opportunity'.

The decision to go from free-to-air channel to pay-TV is fueled by the findings of a recent study conducted by MTV to judge its performance throughout the various countries it is aired. India was the fourth in terms of growth of the channel next only to MTV strongholds Brazil, the US and Italy. Even in terms of revenue earnings in Asia, India was somewhere on the top of its list.

Also, close on the heels of launching MTV clothing and other branded merchandise in India, MTV will be taking the air waves by storm and will enter the radio broadcasting business. This would mean that music aficionados can tune into the FM radio channel and listen to their favourite music from MTV. This is part of MTV's strategy to become a 360 degree brand and extend the brand in other possible youth products.