DZRU-TV

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DZRU
Metro Manila
Branding	MTV Philippines
Channels	41 (UHF) analog
Affiliations	MTV Philippines
Owner	Nation Broadcasting Corporation
Founded	January 1, 2001
Call letters meaning	DZRU

DZRU-TV channel 41, is a television station owned by Nation Broadcasting Corporation and currently operated as the flagship station of MTV Philippines.

[edit] Backgrounder

Previously, UHF Channel 41 was being planned for use by NBC for its own acquired programming under the multimedia convergence program of the station's current owners. But sometime in 2000, MTV Asia wanted to go 24 hours on terrestrial television which it didn't get when they were still buying airtime through Studio 23.

NBC broadcast executives, led by the dynamic radio station manager Francis Lumen, signed in MTV Networks for the right to use NBC's UHF Channel 41 for the latter's new extension, to be christened MTV Philippines. The move was in line to NBC's trends toward converging traditional broadcasts with the giant telecommunications backbone of the Philippine Long Distance Telephone Company (PLDT), which had acquired NBC from the Yabuts in 1998 to achieve that purpose.

As MTV Philippines, the channel now concentrates on local Filipino talent in between international pop and rock superstars, rather than a pan-Asian format led by Indonesian, Malaysian and Singaporean artists that then dominate MTV Southeast Asia and alternate with international pop and rock talents. Within six months from its start of operations in January 1, 2001, it immediately won the hearts of upscale young Filipino viewers. It was said that the presence of this channel eventually caused the demise of Channel V Philippines simply due to intense competition.

[edit] MTV Philippines Today

At present, MTV Philippines has its own studio complex at the Fort Global City where its shows were broadcast to Metro Manila and nearby areas. Its programs now consist of a balanced mix of shows from MTV USA, Vh1 and Filipino and Asian-produced MTV exclusive shows. It still keeps its traditional top 10 countdown program (MTV DIYES) and its morning show (MTV JUMPSTART). MTV PHILIPPINES are also active in social awareness, such as helping the environment to be maintained with GREENPEACE and HIV/AIDS awareness to the youth by means of music.(MTV STAYING ALIVE MUSIC SUMMIT FOR HIV/AIDS)