Starting today, experience India’s 1st multi-screen reality show MTV CRUNCH live on in.com.
BestMediaInfo Bureau | Delhi | April 18, 2011
What if your entire world was to fit into one room? What if that room gets crunched everyday to become smaller, and smaller…And smaller still? What if you had no option but part with your belongings? Welcome to ‘Docomo present MTV CRUNCH, live on in.com’ – India’s 1st Multiscreen reality show, which comes alive across 3 screens – your mobile, the laptop screen and ofcourse your television screen for the first time ever! Starting 18th April, Daily at 8pm only on MTV!
From the makers of India’s hottest reality show, comes India’s BIGGEST ONLINE SOCIAL EXPERIMENT, the launch of ‘Docomo present MTV CRUNCH, live on in.com’ is a moment in time for MTV, which Aditya Swamy, Channel Head – MTV India aptly reiterates while saying, “MTV kick started the reality wave in India with Roadies and today we are once again starting something very powerful. Cross media and interactive content is the future and with Crunch we have created a format true to the MTV DNA. With 720 hours of non stop drama, power packed into 30 days, this is going to be one hi speed ride."
On MTV and in.com coming together, Amrish Sethi, Content & Programming Head – in.com & Mobile18, said “With increasing penetration of internet and mobile web, we are confident that this show will be a hit amongst our users. At in.com we are committed to deliver high quality entertainment to our users worldwide through innovative and interesting content and this is one such initiative. We are proud to partner with MTV for this initiative and are sure our users will keep coming back to in.com and MTV for more of these!”
A home grown concept, conceptualized, created and packaged completely in India, Docomo present MTV CRUNCH, live on in.com is a never-seen-before concept on television and a genre busting reality show. A concept that sports 10 Crunchable rooms, 10 Crunchable pairs locked in for 4 weeks with the walls physically closing in on them to become smaller, and smaller! The contestants have to survive the CRUNCH by performing tasks that are daunting but exciting and crafted from everyday work routines that test the mind and spirit of diverse personalities in nerve wrecking circumstances e.g. physical tasks like the Hamster Wheel that needs to keep rolling to stay alive in the game! Similarly, tests of skill like the Domino effect and Tower of cards and some that cannot be categorized – Man v/s Food, the battle will always rage on!
With two imminent eliminations scheduled weekly, the power to eliminate is in the hands of the youth. MTV seeks to challenge young India to experience the challenges of the CRUNCH and gives them the power to act upon that experience with opportunity to vote for the one who stays or goes! Additionally, MTV also offers registered users a chance to chat with the inmates at real-time, everyday, hence making it India’s 1st interactive show.
On the association, Ritesh Ghosal, Head-Brand Marketing, Tata Docomo said “Crunch is a unique reality show format. All reality shows build a following by letting viewers warm upto the characters they particularly like. With the 24 hour digital and mobile engagement delivered on this show, viewers’ exposure to the characters, their interactions, etc will be of a never-before level. As the telecom operator with the largest 3G network, Tata Docomo is excited to participate in this first-of-its-kind show”