Viacom18’s Youth, Music and English Entertainment (YME) cluster, comprising MTV, MTV Beats, Comedy Central, Colors Infinity and Vh1, has been on a steady growth path. The YME cluster has unveiled its content plans for FY 22-23.
The YME unit recently launched the Fully Faltoo NFT platform (https://www.fullyfaltoonft.com/) that saw more than 3,000 digital collectibles sold out within a couple of hours. The marketplace is now set to offer another range of diverse digital collectibles from its iconic brands like MTV, Vh1 and Comedy Central.
The brand will also launch its maiden short-form video offering Fully Faltoo, with over a dozen new web shows and fully entertaining snackable content. ‘KaanPhod’, a brand-new business division will provide emerging musical artistes an opportunity to showcase their talent. Season one of ‘Mic Test’ on KaanPhod, will introduce 10 promising new artists and their original tracks, which will also be made available for viewers on television (MTV, MTV Beats, and Vh1), social and streaming platforms.
This time adventure reality show, MTV Roadies, will embark upon its first-ever international journey in South Africa with a new host, show elements and palpable surprises. Moreover, MTV Hustle 2.0 will continue the quest for India’s next big rap sensation, in the second high-decibel season of the rap reality show. With the unique proposition of ‘The Inventor’s Challenge’, Colors Infinity amps-up its content library and brings to light the journey of an idea from paper to a working prototype of the product created by amateur inventors.
As per Viacom18, the repertoire of brands has witnessed a remarkable growth with 9.8 billion impressions on content across TV, social media and the networks streaming/OTT platform Voot, in the past year. The business unit was also able to draw viewers during non-prime time through exciting sports content.
Speaking on the clusters’ robust plans for the upcoming year, Anshul Ailawadi, Head – Youth, Music and English Entertainment, Viacom18, said, “The last two years have been unprecedented for young South Asians. They’ve emerged stronger after grappling with a once-in-a-generation black swan event. This is the right time for the Youth, Music and English entertainment (YME) cluster to pivot. In the coming fiscal we will scale up and revamp each and every legacy property from Roadies to Hustle to Splitsvilla and launch newer formats. We will double down on our growing digital presence and launch a multiplatform short video offering ‘Fully Faltoo’ along with ‘KaanPhod’ - a platform to discover and mount emerging musical talent and original songs. The success of our maiden NFT offering will be followed up with more Web 3.0-focused initiatives. We’ve also worked a new slate of international English content for Colors Infinity and Comedy Central. The team is geared up for an action-packed year like never before.”