Feed the Monsters

MYX, “the first music lifestyle channel for Asian Americans,” is making its debut in America.

MYX TV desires to be different from its counterparts by simply providing more music to its viewers. There is a desire to be less like MTV, with its programming now consisting mostly of reality shows, and more like a regular music-access channel, with music as its primary focus. “Feed your music monster,” MYX’s slogan reads. Its PR agency, GolinHarris, is hoping to have monster silhouettes around town.

“We are pleased to offer this new music channel on DIRECTV,” said John A. de Armas, vice president, DIRECTV, Inc. “… We believe that MYX will resonate strongly with Asian Americans and a broader audience hungry for music fusion.

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Exciting new media platform offers 24/7 music videos from the U.S., Asia and beyond.

REDWOOD CITY, Calif. – April 12, 2007 – MYX, the first and only music television channel focused on the Asian American community, today announced its roll-out on DIRECTV, the nation’s leading digital television service provider. MYX is a nationally-distributed television channel that showcases mainstream hits, the biggest jams from Asia and a healthy dose of independent music 24 hours a day, 7 days a week. MYX is now available as part of the DIRECTV WorldDirect platform on channel 2067, with cable distribution currently in development.

MYX is an entertainment platform specially made for and by Asian Americans – a young, affluent and media-savvy market. The new music channel fills a giant void in television and will feature programming designed to appeal to second- and third-generation Asian Americans. In addition, MYX hopes to address a cultural reality that American musical tastes bridge across multiple genres and languages.

“We are pleased to offer this new music channel on DIRECTV,” said John A. de Armas, vice president, WorldDirect, DIRECTV, Inc. “DIRECTV is committed to providing the best in programming that reflects our diverse subscriber base. We believe that MYX will resonate strongly with Asian Americans and a broader audience hungry for music fusion.”

Inspired by content from the U.S. and beyond, the MYX play list will feature videos from mainstream artists, Asian celebrities and up-and-coming musicians. MYX will leverage all forms of media – from mobile to online, from on-air to on-the-streets – to engage viewers at every possible touch point.

MYX is developed by ABS-CBN Global, a media company with a 15-year track record in successful ethnic programming in the U.S. MYX is the company’s seventh Asian programming channel. ABS-CBN Global has existing carriage relationships with cable and satellite providers across the country.

“We’ve seen explosive growth in the ethnic programming market, and we’re excited to pave the way for Asian-inspired entertainment,” said Raffy Lopez, Chief Operating Officer of ABS-CBN Global. “MYX is an exciting and powerful media platform that reflects the diverse tastes of today’s Asian American community.”

To celebrate the April launch of this music channel, MYX will showcase a mix of mainstream, Asian and independent musical artists in two April parties. The San Francisco event is scheduled for April 12 at Glas Kat, with the Los Angeles event on April 27 at Music Box.

About MYX
Launched in April 2007, MYX is the first and only music lifestyle channel focused on the Asian American community and a broader audience hungry for music fusion. A nationally-distributed premium television channel, MYX targets the 15 to 34 demographic. MYX fuses mainstream hits, the biggest jams from Asia and a healthy dose of independent music 24 hours a day, 7 days a week. Based in Redwood City, Calif., MYX is developed by ABS-CBN Global, a media company with a 15-year track record in successful ethnic programming in the U.S. For more information, please visit www.myx.tv.