MTV Revamps, Renames HD Channel
August 20, 2008 at 3:22 PM (PT)
MTV NETWORKS' high-definition music channel MHD is reinventing itself under a new name, PALLADIA, and more varied programming. The channel's additional exclusive programming will also help distribution partners meet consumer demand for music in HD whether it's on a high-definition tier or on a VOD platform.
"It's a bigger, more distinct name for a channel that has grown in size as well as satisfaction among music HD fans," stated VH1 EVP/GM TOM CALDERONE, who also oversees PALLADIA. "We're also reinforcing that the channel is the home for an increasingly broad range of musical styles and artists in high-def performances that can't be seen anywhere else. We believe these changes will help our distributor partners as they continue to sell HD and strive for the best content."
The first week of programming will feature several outdoor music concerts, including MADONNA, USHER, THE DAVE MATTHEWS BAND, ERIC CLAPTON, AMY WINEHOUSE, THE ROLLING STONES and THE WHO.