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MTV Russia axed

Viacom International Media Networks (VIMN) has confirmed its Russian version of MTV will close in 2013, to be replaced by a new entertainment channel.

NATPE 2013

VIMN and ProfMedia, which acquired both MTV and VH1 in Russia in 2007, have agreed to dissolve their partnership at the end of May 2013.

This will signal the end of the youth-skewing channel in Russia and a new ProfMedia-owned net targeting 14-44s, called Friday and branded locally as Pyatnitsa, will replace it on June 1.

MTV Russia aired youth-skewing programming, including a remake of Armoza Formats’ studio-based dating show Foreplay, but its owners were unhappy with recent audience figures, reports suggest.

A spokeswoman for VIMN said the territory “remains a critically important market to VIMN.”

VIMN will continue to air MTV Hits, MTV Dance, MTV Rocks and MTV HD in Russia, in addition to Nickelodeon and Paramount Comedy.

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