"What we've done traditionally in the past at MTV is we've taken versions of MTV and customized it to local audiences (internationally)," said Nusrat Durrani, MTV World's senior vice president and general manager. "What MTV Iggy is about is about global pop culture and global pop music, which actually is borderless. ... MTV is bringing the world to America."
"When Lady Gaga performed in China ... not every Chinese kid understands English. They respond to the imagery and to the whole sort of package that Lady Gaga represents, for example. I think the reverse can also be true," he said, noting that a recent Iggy taping in New York attracted an audience of about 3,000 for a Korean act.