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MTV Networks announced it will create three Asian pop music channels targeting Indian, Korean and Chinese viewers in the United States. The move, one expects, will be a big hit for New York neighborhoods like Flushing, Jackson Heights, and Chinatown. More and more media companies like Viacom appear to be coming to the conclusion that highly-targeted niche content is the way to go.
The decision to launch the new channels was a no-brainer, according to one MTV executive: "We recognize that many young people are bicultural. Many kids have a transcontinental view of life, but they live in the United States. And not only are these channels going to connect with those young people, but they also are going to shine a light on their culture and the artists from these communities."