MTV dials up its play in original content to chart growth across platforms
MTV, today, unveiled its aggressive content strategy on the back of unscripted original content. MTV had cemented its grasp over young India with 400 million viewers having tuned into the channel and garnering 6 billion watch-minutes on VOOT in the last one year.
Elaborating on the content strategy announcement, Ferzad Palia, Head - Youth, Music and English Entertainment, Viacom18, explained, "MTV is perhaps India’s longest standing youth entertainment brand. This legacy has evolved through fads, cultural shifts and now even platforms. Over the last year, our TV ratings have doubled and consumption on VOOT has grown 3-fold. With fresh, disruptive formats and content innovation at the core of MTV, we are home to the country’s most successful unscripted content through shows like MTV Roadies, Splitsvilla, Dating in the Dark, Troll Police, Love Schooll. As we build the MTV universe even further across platforms through increased interactivity and an enhanced fandom experience, we will also cement our position as India’s leading creator of multi-platform unscripted content."
The new lineup will open with the fourth season of India’s Next Top Model, followed by Elovator Pitch and Ace of Space. Malaika Arora, Milind Soman, Anusha Dandekar, Dabboo Ratnani and Neeraj Gabba will be mentoring the new crop of fashionistas for India’s Next Top Model Season 4. Elovator Pitch is a quirky speed dating show that will see the return of youth icons Cyrus Sahukar and Gaelyn Mendonca to the MTV content fold. Ace of Space is a reality show built on the Darwinian principal of survival of the fittest. MTV has roped in last year’s Bigg Boss finalist Vikas Gupta as the ‘mastermind’ who sets the rules of the game.
From appeasing a viewer’s adventure appetite to helping one escape dating failures and even teaching the youth lessons of love, no other brand has epitomized the universe of the young in Indian television like MTV. The channel propelled a host of youngsters to their aspirations with the introduction of India’s first and longest adventure-based reality show - Roadies. Exploring concepts like dating and relationships, MTV made love and romance a talking point amongst the youth as it tapped into the pulse of its audience with edgy and sensational content in shows like Splitsvilla, Love School and Dating in the Dark.