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Tuesday, June 2, 2009

AsianWeek: "MYX Celebrates Asian American Heritage Month"

June 2, 2009

Lone Asian American music and lifestyle channel launches on-air, online and on-ground awareness and tribute campaign.

Redwood City - MYX®, the only Asian American music and lifestyle channel currently available on Comcast ON DEMAND, Cox Digital Basic Cable, DIRECTV 2067 and RCN, proudly celebrated diversity in the nation by commemorating Asian Pacific American Heritage Month last May.

Last May 16, MYX® was a major media sponsor of the 5th Annual Asian Heritage Street Celebration, the largest gathering of Asian Pacific Americans in the U.S. The event drew an estimated 100,000 attendees of all races and ages along Larkin Street, from McAllister to Ellis Streets, all savoring the food, carnival rides, games, arts and crafts booths, martial arts demo, the sports car showcase, among other attractions.

Attendees trooped to the MYX® booths on Eddy and Larkin where its day-long activities included raffles of MYX® swag items and special prizes by the half hour, Karaoke Jam, and on-site video coverage for MYX on the Move and My MYX. VJs James Lontayao and Ruby Veridiano-Ching were joined by popular comedian Joey Guila who is also the host of the new show, That’s My Jam: The MYX Music Countdown, as they kept the crowd entertained in the booths and onstage.

MYX on the Move also covered onsite the San Francisco Hep B Free campaign which was supported by California Assemblywoman Fiona Ma and ABC 7 anchor Alan Wang who were both infected at birth by chronic hepatitis B. Asian Pacific Islanders have the highest rate of the disease compared to any ethnic group. It is estimated that 1 in 10 people in the API community have an undiagnosed infection.

Among the public officials who graced the event were San Francisco’s three Asian American Supervisors: Carmen Chu, Eric Mar, and President of the Board of Supervisors David Chiu who said that San Francisco is “the heart of our country’s Asian American community.”

On air, MYX® presented a special line-up of relevant programs that included marathons of MYX P.I., Slanted Comedy, and the launches of Soundtrack and Lexationships with Marc and James. There are also ongoing shorts on “Asian pride” and “Celebrating your Asian Heritage” and animated interstitials on influential Asian Americans that include Google founder and former CEO Jerry Yang, Emmy award-winning journalist Connie Chung, Oscar-winning film director Ang Lee, former Secretary of Commerce and Transportation Norman Mineta, among others.

Online, MYX® created asianheritage.myx.tv containing Asian American-themed vignettes, interstitials and plugs and used an Asian heritage-themed background for MYX.TV.

“We at MYX® can’t visualize United States of America without seeing the influence, contribution and legacy of Asian Americans in every aspect of our society,” said MYX® Channel Management Head Miguel Santos. “We’re proud to undertake endeavors that promote and honor Asian American history, culture, and heritage.”


MYX VJ Ruby interviews one of the attendees at the recently concluded Asian Heritage Street Celebration in San Francisco which drew a crowd of 100,000. (Photo by Nerissa Fernandez)


Comedian Joey Guila and MYX VJ James spiced up the MYX® booth at the recently held Asian Heritage Street Celebration in San Francisco. (Photo by Nerissa Fernandez)

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