KUALA LUMPUR: A Malaysian company will be providing a channel for Asian independent music to millions via a range of new media. 

Through its Independent Asian Music TV (i-amtv), entertainment and music management company, Music Kampany would provide such music via 3G mobile phones, the Internet and eventually television. 

“They will be able to view international vocalists and musicians anywhere in the world while on the move by using their 3G phones,” CEO Genervie Kam told The Star. 

She said i-amtv, which would be launched in Shanghai on Friday, would be exciting, different and appeal to the younger generation. 

“We will bring a brand new style of music entertainment through digital entertainment by being the first multi-platform music TV channel,” said Kam, who has performed and worked with such artistes as Jacky Cheung, Stefanie Sun and Maksim. 

She said the new channel would embrace a wide variety of musical genres and provide music programming that cannot be found on MTV or other music channels. 

Company director, Nigel Kam said i-amtv was aimed at a young, discerning, digitally-savvy music audience.  

“In the course of some of our other projects, we saw that while American and European independent musicians remained very popular, there was also a demand for pure Asian music,” he said.  

He added that i-amtv would provide a constantly changing selection of the best Asian independent music videos complete with pictures. 

“The 3G channel will also provide a full range of real-tones, track downloads and wallpaper to compliment the video service,” he said. 

The company's European partner Stephen McCormack, who is also chief executive officer of Wildwave, a digital entertainment provider, said Music Kampany was chosen as a partner because of its extensive experience in the Asia-Pacific music scene. 

“The i-amtv service will run both as a video-on-demand service and as a continuous channel.”  

For more information, go to www.i-amtv.com.