Apart from being a music channel, MTV also hosts a number of award shows which are appealing to the younger generation. These award ceremonies like MTV Immies and MTV India style awards are hugely popular. It caters to the interests and passions of 15-34 year olds, offering them an exciting mix of music and non-music programming including Bollywood, adventure, humour, fashion, style and fiction, presented in its matchless style by Indian VJs.
MTV has also launched MTV Desi, a new cable and satellite channel targeted at South Asian American youth. The network, currently available on DIREC TV as part of the satellite platform's Hindi Direct package, is the first offering from MTV World. MTV is MTV Youth Icon gifted with a unique positioning, 'M', which can stand for anything (music, masti) that is key to the life of youth. While we will be in the youth territory and reflect their attitude and views, the 'M' in MTV would also represent 'marketing.' Not only does this channel offer its target audience differential programming, but also offers its clients a 360-degree platform to reach their target audience through the channel itself. MTV is quite dissimilar to an average TV channel. MTV has their own studios and their talent is also in-house. This gives the channel the flexibility to create content which is close to their target audience. Programmes like MTV youth icon and MTV roadies are hugely popular among youngsters.
MTV has always had an array of VJ's for its channel. The most famous among them is Cyrus Braocha, the host of MTV Bakra, a hugely successful series, and other talk shows on MTV. Nikhil Chinappa, Maria, Rahul Khanna and Cyrus Sahukar are other popular VJ's of this channel. The programme 'Piddhu ka Khel', hosted by Sahukar is immensely popular among all generations. MTV had also organized a VJ hunt. It cues strongly into MTV's aim is to connect with the youth. And with its channel philosophy to provide windows of opportunity to the youth, naturally to connect with them better.
MTV India strategically partners with various other booming companies to build its brand. For example, it partnered with Colgate for the Colgate Gel and MTV Fresh VJ Hunt, with Pepsi for the Pepsi Dance Connection in Association with MTV, and with Chiclets for the Chiclets and Club MTV Dance Blasts. At the Chiclets and Club MTV Dance Blast in Bangalore in 1999, over 8,000 young people partied for 16 hours. Further, in association with SONY Music, MTV India brought Western pop idols, like Diana King and Ricky Martin to India. MTV India also promoted the Walk For Life and The Race Against AIDS campaigns in Mumbai and Delhi, attracting thousands of participants to these charity events. During election time in 1999, MTV India launched a Rock the Vote-style campaign, encouraging the Indian youth to vote.
MTV India is one of music television channels with 14 international networks which have an audience of 350 million households and one quarter of all households worldwide. MTV India represents a fascinating incident of how a foreign, private channel transforms itself to create a hybrid identity that appears Indian, but embodies western traits as well. MTV India's logo uses the tricolors of the Indian national flag. The phenomenal popular MTV programs in India include MTV House Full, MTV Ek Do Teen, MTV India Hit List, MTV Select, MTV Hipshakers, MTV Filmi Fundas, Made in India, MTV Fresh, MTV Bollywood in Control, MTV Cricket in Control, MTV Chill Out, and others.
MTV India was syndicating its programs for the expanding FM radio services in India, and also venturing into regional-language music television broadcasts in Tamil, Telugu, Kannada, Malayalam, and Bengali.
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