set up Viacom International Media Networks Italia to purchase a 30% ownership stake of the Rainbow S.p.A. animation studio for 62 million euros (US$83 million). The purchase was called "the most significant transaction [in Italian entertainment]" of the year by the Fondazione Ente dello Spettacolo. Viacom originally sought to buy out the entire studio, but eventually decided to keep its founder Iginio Straffi at the helm and left him 70% of the studio. As a result of the purchase, Viacom's Nickelodeon networks broadcast Rainbow's shows worldwide. Viacom Italia has also coordinated co-productions between Nickelodeon's American studios and Rainbow, including Winx Club since 2010 and Club 57 in 2019. MTV in EMEAA On 1 August 1987, Viacom formed a joint venture with BT and Robert Maxwell, and created the first MTV channel in Europe. The channel was based in London. From 1997, MTV Networks Europe established its regionalisation strategy launching localised channels across many European countries/regions. This is a list of regional MTV channels still operating in Europe, West Asia, Africa, in order of launch: MTV Global (August 1987) MTV Japan (December 1993) MTV Taiwan (April 1995) MTV Australia (June 1996) MTV Germany (March 1997) MTV UK (July 1997) MTV Italy (September 1997) MTV France (June 2000) MTV Poland (July 2000) MTV Netherlands (September 2000) MTV Spain (September 2000) MTV Canada (September 1, 2000) MTV Portugal (July 2003) MTV Africa (February 2005) MTV Israel (October 2007) MTV Live (September 2008) MTV Switzerland (April 2009) MTV Africa (2015) MTV branding Upon its launch in Europe in the late 1980s, MTV Europe made use of MTV US's on-air identity. Overtime, MTV Europe gradually produced its own on-air identity throughout the 1990s. From 1997, MTV's regionalization throughout Europe brought about specialized on-air identity which reflected the tastes and influences from each region. As part of a global rebranding strategy, MTV Networks International decided to produce a new on-air identity that would air on all MTV channels around the world (except MTV US, MTV Canada, MTV Germany and MTV Brazil). On 1 July 2009 all 64 MTV channels globally began to share the same on-air branding. This branding made use of a standardised logo, idents and promos (except MTV US, MTV Canada, MTV Germany and MTV Brazil). The on-air branding initiative was called Pop X1000 reflecting the changing nature of popular culture with MTV at the heart of these rapid changes. The branding was designed