Posted under MYX NEWS
MYX, “the first music lifestyle channel for Asian Americans,” is making its debut in America.
Already the number 1 music channel in the Philippines, Raffy Lopez, the brainpower behind MYX and Chief Operating Officer of media company ABS-CBN GLOBAL, said, “We’ve seen explosive growth in the ethnic programming market, and we’re excited to pave the way for Asian-inspired entertainment. MYX is an exciting and powerful media platform that reflects the diverse tastes of today’s Asian American community.”
ABS-CBN is the biggest media company in the Philippines, with a 15-year track record in successful ethnic programming in the U.S. MYX is the company’s seventh Asian programming channel.
Available via DIRECTV, MYX hopes to provide a fusion of music targeting the young, affluent, media-savvy Asian American demographic ranging from ages 15-34. It is designed to appeal to second and third-generation Asian Americans, “showcasing mainstream hits, the biggest jams from Asians, and a healthy dose of independent music 24 hours a day, seven days a week.”
Lopez has divided the programming into three sectors, saying that about 50 percent is comprised of mainstream music, 20 percent Asian, 10 percent Filipino, with the rest being independent. “Overtime, the independent artists should grow and dominate,” Lopez stated.
Currently, MYX offers smart programming and various avenues to music. With such shows like Backspin, featuring classic, “old-school” music videos, Loveable, featuring the hottest pop hits from the U.S. and Asia, and My MYX, a viewer-driven program where the host approaches the public on the streets and asks for music requests, MYX TV is ready to satisfy a broad range of musical interests.
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.