Financial Daily from THE HINDU group of publications
Saturday, Nov 12, 2005
Financial Daily from THE HINDU group of publications Saturday, Nov 12, 2005 |
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Marketing
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Strategy Industry & Economy - Radio/TV MTV plans new tack to draw more youth viewership Ajita Shashidhar
Mumbai , Nov. 11 FICTION is going to be a part of MTV's programming strategy in order to increase appointment viewing on the channel. Speaking to Business Line, Mr Vikram Raizada, Vice-President, Marketing, said that while MTV would stick to its core proposition of being a youth-based music channel, it feels that fiction is a good way to represent youth as they are. "Everything that we do would always be around youth. MTV is essentially a channel catering to the youth." Though the channel's first fiction-based show, Kitni Mast Hai Zindagi, didn't live quite up to its expectations (after an initial TRP of four points, it settled around at 1.5 points), it is now experimenting with yet another one, titled Pyaar Vyaar And All That. "We are committed to trying out fiction on the channel and create appointment viewing, so that youth have a reason to come on to the channel," said Mr Cyrus Oshidar, Senior Vice-President (Creative and Content), MTV. Pyaar Vyaar And All That, according to Mr Raizada, deals with various youth issues. "The serial would be completely different from the usual melodrama that feature in most soaps. It would be in sync with MTV's core brand proposition," added Mr Oshidar. The channel has also lined up a host of promotional activities around the new show. Apart from the usual print and outdoor activities, the channel has also lined up a number of mobile activities, such as 20-second mobile episodes of the serial, which according to Mr Raizada, would be like a recap of the serial. Also on the cards are ringtones of the show's title music, graphics of the actors as well as a game based on the show. The channel is also planning a contest on radio, titled Aapka Funda Kya Hai, which would invite views on the various youth issues that would be dealt with on the show. The music genre has been stagnant at 2 per cent for the past two years, and most channels are looking at appointment viewing to attract more eyeballs.
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