Leading brewer and distributor, Heineken continues its partnership with MTV Networks Asia, into its groovy second year on the sponsorship of MTV Urban Beats. The weekly program aimed at satisfying young adult’s thirst for what’s hip and hot in the dance music scene and urban trends – will now carry bonus content for an all-rounded urban lifestyle. The additional element in MTV Urban Beats range from ‘Club Work’, insights into the careers of the night-crawlers in the club scene, to ‘Urban Gadgetry’, reviews on the latest tech fad in the club scene.

Toby Hayward, Executive Vice-President, Advertising Sales, MTV Networks Asia said, “The continued partnership between MTV and Heineken bears testimony to our successful partnership. With Heineken’s widespread knowledge in the clubbing scene and MTV’s renowned expertise in the young adults, we are determined to bring more relevant, edgy and informative content to more than 180 million households across Asia.”

“Partnering with MTV on MTV Urban Beats has provided us with the platform to reach out to the young adult audience in an effective and interesting manner. More importantly, it reinforces our ongoing commitment to music and its various expressions that young adults identify with,” said Cor Honkoop, Regional Marketing Manager, Heineken Asia Pacific.

MTV Urban Beats will also feature the latest news from the Heineken Music Thirst tour and give viewers an exclusive behind-the-scenes peek into the global DJ competition scene. For the first time ever, the Thirst tour will feature unique  live  sets  and  collaborations  from  some of the world’s biggest  names  in dance  music  including Roger Sanchez and Steve Lawler. Lawler will also be judging part of the competition. Thirst will be traveling to 25 cities resulting with four regional heats and culminating to the global finals in January 2006.  Anyone from bedroom DJs to established names can enter Thirst. For more information on the Thirst tour and to win tickets to the Asia Pacific Thirst final in Bangkok, Thailand, on   28th   May   2005,   log   onto www.mtvasia.com, www.mtvchinese.com, www.mtvchina.com and www.mtvkorea.com.

Catch MTV Urban Beats premier episodes on the following dates/times and channels:-

MTV China 24-hr
 MTV Korea
 MTV SeA
 
20 Apr 05
 20 Apr 05
 6 Apr 05
 
2300hrs
 2230hrs
 2130hrs
 
 
 
 
 
MTV Mandarin
 MTV Thailand
 MTV Indonesia
 
20 Apr 05
 22 Apr 05
 24 Apr 05
 
2300hrs
 2330 hrs
 0130hrs
 

(information provided by MTV)

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