No ‘gaffe’ made in MTV programme

I refer to the letter titled Isle Of MTV In The Wrong Country (October 5).

While I am sure that this was an innocent mistake on the part of the reader, I wanted to set the record straight that MTV has not made any “gaffe” as indicated by Neville Calleja.

The programme that Mr Calleja watched last Sunday on MTV Sweden was in fact MTV World Stage, a weekly series launched earlier this year airing every Friday on all 62 MTV channels globally (ex US), showcasing the best live concerts from around the world. MTV World Stage gives viewers a free pass to the most exclusive gigs and unique concert locations from around the world, whether in Athens, Rome, London, Buenos Aires, Beijing or Tokyo or, in this case, Malta!

The MTV World Stage that Mr Calleja saw on MTV Sweden was an episode that was created from MTV’s Isle of MTV special which aired in early September prior to the MTV World Stage in question.

Repackaging content is a common practice that we often do with our flagship events such as Isle of MTV or The Europe Music Awards in order to provide our viewers with more access to the music they love.

Isle of MTV is one of the highlights of MTV’s European summer music activities. It’s one of the coolest and most eclectic outdoor live music events during which MTV’s cameras capture all the action from Isle of MTV for a live special that is aired across MTV’s pan-European network.

Far from being a “gaffe”, on the contrary this is a well-thought-out strategy by MTV maximising and leveraging all our assets.