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MTV’s new campaign focuses on platform-agnostic content for youth

The ‘MTV Ka #TVKahaanGaya’ campaign exhibits equilibrium between the linear television and its digital platform, Voot

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Youth brand MTV has launched its ‘MTV Ka #TVKahaanGaya’ campaign, showcasing the channel’s strength on Viacom18’s digital platform Voot. With the insight that good content is platform-agnostic, the MTV ka #TVKahaanGaya campaign is a pragmatic showcase of how the youth is attracted to consuming relevant content at their own pace and time.

Ferzad Palia

Ferzad Palia, Head, Youth, Music and English Entertainment, Viacom18, said, “The perception today is that the Indian youth spends less time consuming content on TV, which couldn’t be farther from the truth. Time spent on TV content and online video has gone up among youth. As the country’s leading youth brand, we understand that to keep our audience engaged, content that is platform-agnostic, speaks their language and is available to them any time is what will win their heart. The MTV ka #TVKahaanGaya campaign is conceptualised from that thought and lands this creative rendition in the quirky MTV style.  Over the last year, our TV ratings have doubled and consumption on Voot has grown three-fold, a testament to our belief that content is the king. Comparing to the previous season, shows such as Roadies Real Heroes have accounted for 42% viewership growth on Voot and MTV Unplugged has seen an increase of 52%, respectively.”

The ‘MTV Ka #TVKahaanGaya’ campaign exhibits equilibrium between the linear television and its digital platform, Voot. With a mix of content available on the channel, the monthly watch time for MTV shows on Voot has been consistently growing.  With youth-driven shows being aired on Voot, Splitsvilla S11 has seen a growth of 77% in its hours of content as compared to the previous season. With major share of consumption happening in the non-metro cities, the digital platform, Voot, is in sync with linear television.

Akash Banerji

Akash Banerji, Head, Advertising Video On Demand Business, Viacom18 Digital Ventures, said, “Fandom is a phenomenon that transcends platforms and can help brands grow in both linear and OTT. MTV content works very well on Voot and has engaged 30% of Voot viewers till date. As a network, we have successfully explored content synergy between MTV and Voot with popular MTV series – Kaisi Yeh Yaariyan season 3 being launched as a Voot original garnering 32 mn views.”

MTV’s shows such as Roadies, Splitsvilla, Love School, MTV Unplugged and The Anti-Social Network are being watched for 2.5 billion minutes on Voot.

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