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MTV lines up 3 new digital properties

Starting with Ceat ‘MTV Chase the Monsoon’ on August 6, there will be ‘Philips MTV Bachelor Pad’ and ‘MTV the Look’ to follow soon

BestMediaInfo Bureau | Mumbai | August 7, 2014

mtvMTV India is set to entertain its online audience with three new shows on the web. Starting with ‘Ceat MTV Chase the Monsoon’ on August 6, there will be ‘Philips MTV Bachelor Pad’ and ‘MTV the Look’ to follow soon. Other than the shows being showcased on MTV’s website, these branded properties are to be promoted extensively through a dedicated Facebook page and MTV’s various social media platforms with a reach of over 27 million.

Eklavya Bhattacharya, Head of Digital, MTV India, said, “MTV is one of the pioneers of providing successful branded digital content for the last four years. The channel understood that as content becomes more and more platform agnostic, advertising on secondary platforms is becoming a little redundant. People don't want to sit through an ad before the video begins, especially if they’re on a laptop/tab or mobile phone. But the evolution of video consumption has also lead to a lot happening in the video advertising space. And MTV is clearly leading the digital branded content surge in India with a host of innovative shows targeting different segments of audiences.”

“We are really excited about the launch of three such properties and each is a unique format. MTV has always focused on offering a mix of good programming content to our digital viewers and this time it’s no different. The idea that people have is that branded content is only advertisement funded property, but the truth is that, the content on this platform is planned in an unique way so that it is sticky and makes people come back again and again for it,” added Bhattacharya.

The second edition of ‘Ceat MTV Chase the Monsoon’ will have four teams of eight riders who will take to the challenging roads and will travel in extreme climatic conditions from Kutch to Cherapunji. ‘Philips MTV Bachelor Pad’ is about five roommates staying together in a cool bachelor pad in Mumbai. It focuses on youth, their lives and how they deal with issues staying in the city. And ‘Philips MTV the Look’ will have small webisodes centred on women’s hair styles and help them to get the perfect hair.

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