Pepsi is to roll out localised versions of its music programme, The Pepsi Chart, around the world. The first move will be to broadcast the show across the Middle East.
The Middle East deal has been brokered by Pepsi’s UK music agency Music Innovations and the broadcasters of its radio version, Unique, and its TV version, Initial. These companies will also produce foreign shows for the soft drinks manufacturer. The Middle East Broadcasting Company (MBC) will air the show in the Spring.
Initial’s commercial arm Gem has hired Leslie Golding to the new post of global brand manager, events and sponsored projects, to drive expansion of the show across the globe. Pepsi has been impressed with the way
The Pepsi Chart has developed over the past four years in the UK and wants to push the format into other territories.
Golding says: “The idea is to look for opportunities in South America, the Far East, Russia, and elsewhere.”
These localised shows on radio and TV will play a mix of UK, US, and local chart music, which will be fronted by regional presenters. Unique commercial director John Quinn says: “We have learned that young people across the world like chart music, but not necessarily the same chart music.”