MUMBAI: In a bid to further strengthen the MTV brand and presence in Thailand, MTV Asia has launched a 24-hour MTV Thailand channel in association with Ten Music Television (TMT).

TMT is a Thai company, which produces music television programs for Thailand's youth. The announcement follows the renewal of a distribution deal with United Broadcasting Corporation (UBC) effective from 1 November.

The channel aims to take advantage of the local talent to produce shows which will complement the existing international and regional shows already popular in the country. MTV will bring in its distinctive programming expertise to the venture. The release states that the initiative is a part of MTV Asia's ongoing localisation plan for the region. An official release states that more hours of Thai-language programming will be rolled out progressively throughout the year.

MTV Thailand is being aired via United Broadcasting Corporation on Channel 49 in Thailand. Speaking on this senior vice president and managing director, MTV Southeast Asia and Network Group Peter Bullard said: "This year has been an eventful year for MTV Asia. We launched MTV Philippines in January, MTV Korea in July, and we wrapped up the year on a festive note with the joint venture to launch MTV Thailand, as well as winning the coveted title of 'Broadcaster of the Year' at the Asian Television Awards.