MTV evolves into a multi-dimensional and multi-platform brand

With its understanding of youth and the diversity of its offering, MTV is a movement in itself, says Aditya Swamy, EVP and Business Head, MTV

BestMediaInfo Bureau | Delhi | August 14, 2012

Over the past few months, changes have been happening at MTV. While music is at the heart of MTV, clearly the brand is not limited by it. While most channels in the youth genre specialise in one particular genre of content, for example, music or fiction, MTV seems to be very comfortable wearing multiple hats. The channel plays music, both filmy and otherwise, reality shows and, most recently, has aired a TV series unlike any other in India.

“M in MTV could well stand for multidimensional,” commented Aditya Swamy, EVP and Business Head, MTV. “Young people today can't be classified into a single bracket. They slip in and out of multiple avatars seamlessly. That's exactly what MTV is like. The diversity in our offering allows us to engage with our audience at multiple levels.”

“We offer favourite Bollywood songs, wonderful music experiments like MTV Unplugged, Coke Studio and Sound Trippin, and a perfect dose of reality and fiction. We have become a one-stop shop for youth entertainment,” added Swamy.

Speaking on the differentiated programming strategy, Swamy said, “Music is in our name, it's in our DNA, it's and will always be at the heart of MTV. Around 70 per cent of our content is generated by us on our own. Besides the variety of shows, we have created many intellectual properties with MTV organizing more than 50 live shows last year. We will continue offering more innovative and path-breaking shows like MTV Rush.”

The channel has been moving steadily ahead with a slew of new properties since March, starting with the critically acclaimed MTV Sound Trippin; followed by India's first social road trip titled Drive with MTV; a cutting-edge 13-part film named MTV Rush; and the largest independent music project in the country with MTV Coke Studio. A line-up of fresh and engaging content could spark a much needed change in what we see on Indian television. A magnet for creative talent, MTV is working with some of the most experimental names in the country.

Said Sneha Khanwalkar, music director of MTV Sound Trippin and several edgy film projects, the latest being Gangs of Waseypur, “Collaborating with MTV on Sound Trippin has been a super-cool experience. What started just as our show is now loved and owned by all Indians who are waiting to experiment with sound and music of all kinds.”

Another young gun to work with MTV is Bejoy Nambiar, the avant garde director of Shaitan. Nambiar has spearheaded MTV's foray into the scripted series genre with MTV Rush, a first-time TV show that has been constructed as a 13-part film. Said Nambiar about his association with MTV, “I was excited to work with MTV because they share my hunger to do something that will change the face of Indian television. It is this ability to take risk that makes them an exciting destination for people like me.”

MTV Coke Studio has seen the coming together of 264 diverse musicians on one stage to create some truly inspiring music. Amit Trivedi, one of the 12 music producers on MTV Coke Studio, said, “MTV's vision for the kind of music to be created this season really compelled me to be a part of the project. And the creative freedom given to me empowered me to create music that I would rate as among my best work yet.”

“The other change is the transformation of MTV from a TV channel to a multi-platform powerhouse,” said Swamy. In addition to the 150-plus million TV viewers of the channel, today MTV connects with over 10 million fans on Facebook, and is the most followed brand on Twitter in India. It gets over 4 million visitors to its website every month. It staged over 50 live events in the last one year.

“Today, if you are going to talk to young people, then you have to create a movement and if you are creating a movement, then MTV is part of it and creating it thoroughly,” concluded Swamy.

Info@BestMediaInfo.com

Info@BestMediaInfo.com