"Business Week" February 18, 2002

MTV's World

Mando-Pop. Mexican Hip Hop. Russian Rap. It's all fueling the biggest global channel

Roedy, a 53-year-old West Point grad, is president of MTV Networks International and, theoretically, is based in London. Theoretically, since his real office is more of a semi-perpetual airborne state involving him, his trademark army green pen and paper, and a business-class round-trip ticket to wherever. To give kids their dose of rock, he has breakfasted with former Israeli Prime Minister Shimon Peres, dined with Singapore founder Lee Kuan Yew, and chewed the fat for five hours with Chinese leader Jiang

Roedy & Co. are shrewd enough to realize that while the world's teens want American music, they really want the local stuff, too. So, MTV's producers and veejays scour their local markets for the top talent. The result is an endless stream of overnight sensations that keep MTV's global offerings fresh. Just over a year ago, for example, Lena Katina and Yulia Volkova were no different than most Moscow schoolgirls. Today, Katina, 16, and Volkova, 15, form Tatu, one of the hottest rock groups ever to come out

Tatu is just one of a slew of emerging local music groups gaining international exposure through MTV and a wider audience in the U.S., too.

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