Vail got its MTV.
On Tuesday, the cable giant’s Networks Music Group announced plans to debut its new high-definition TV music channel, called MHD, on Vail Mountain.
A custom-built studio with large glass windows will be installed next month at 10,350 feet in Vail’s Eagle’s Nest area. The 24-hour MHD will begin broadcasting from Vail on Jan. 16 and will continue through April.
Vail Resorts Inc. plans to use the partnership to position its flagship resort as a hot destination for younger skiers and snowboarders.
“The 18-to-34 demographic is the key to Vail’s future, as well as the ski industry’s future,” said Vail Resorts chief operating officer Bill Jensen. “This keeps Vail on the cutting edge.”
The age of Vail’s average guest has dropped from 41 five years ago to 36 today, he said.
“We hope this partnership with MTV will continue that trend for us,” he said.
Vail Resorts said it did not pay MTV to locate the studio there.
Publicity generated by the venture should help boost tourism in Colorado this winter, said Lt. Gov. Jane Norton.
“It’s going to be very advantageous for our state,” she said. “The economic impact is immeasurable.”
MTV said it plans to air daily in-studio and on-mountain shots from Vail. Music content will come from MTV, VH1 and Country Music Television, including popular programs such as “MTV Unplugged.”
Jeremy Bloom, former University of Colorado wide receiver and World Cup moguls champion, will be one of two MHD VJs, filming in Vail during training breaks and after February’s Winter Olympics in Italy.
MTV will have five full-time production employees in Vail for the season.
“MTV, the mother ship, is responding to the tastes of our audience,” said Tony Dunaif, MTV’s senior vice president of business development and strategy. The company declined to say how much it was spending to launch the channel.
The MHD studio most likely will move to a beach location for the summer, Dunaif said.
More than 10 million HDTV sets have been sold in America, according to MTV. By 2007, that number is expected to triple, at prices that range from $300 to more than $5,000 each.
Staff writer Julie Dunn can be reached at 303-820-1592 or jdunn@denverpost.com.
