Tag: MTV

Viacom Digital Studios International enters into worldwide deal with Facebook

MUMBAI: Viacom Digital Studios International has partnered with Facebook to create a series of short- and mid-form digital video series for the social media giant’s Watch platform. Under the new deal, Viacom’s digital content studio will shows in the UK, Germany, Spain, France, Asia and the Americas.

“The point I’d let you know that’s really exciting is that it’s a multi-territory, worldwide partnership with Facebook,” Viacom Digital Studios International senior VP and general manager Brendan Yam said. “We can create original, locally relevant programming."

While Viacom Digital Studios International will also make eight shows in Asia based on a partnership with MTV Asia, four of the series will premiere later this year and the remaining four will be developed next year.

The unit will create four shows in the Americas including stand-up comedy series Portugal Realengo, featuring vlogger Rafael Portugal and it will make spin-offs of MTV UK shows for Watch in Europe while the UK shows will be localised for Germany, Spain and France.

“By partnering with Facebook, we are harnessing the power of our globally-recognised brands and IP and leveraging local talent and production capabilities to drive engagement with digital-first audiences around the globe,” Yam added.

October 30, 2019
This Dussehra, MTV uses digital trash to curb plastic pollution with #MTVTrashTalk

MUMBAI: MTV is the universe of the young. Being India’s number one youth entertainment brand, it gets a lot of love, but with great love, comes some hate too, especially in the form of online trolls.

Here’s a look at some of the trolls and hate comments on MTV’s social media-

Staying true to its idea of being quirky, bold and edgy, MTV tackled the trolls in its own way-

With a mammoth community of 25MN+ across Facebook, Instagram and Twitter, one of the highest for any brand in India, all kinds of trolling are common to MTV and its talent.MTV decided to turn this online Trash Talk into something meaningful. For each trashy comment on social media, MTV cleaned 1 kg of plastic off the streets for every trashy comment posted on its social handles.

While most symbols of evil can be destroyed, the one like single-use plastic stays forever. It lives on, adding to the waste that is choking our planet. So, with Dussehra around the corner, the brand decided to collect all the Trash Talk it receives on social media and clean the digital filth with a physical manifestation of it on the day that marks the victory of good over evil.

Navin Shenoy, Marketing Head, Youth, Music, and English Entertainment, Viacom18, says"Today's youth is extremely invested and passionate about causes like the environmental hazards of plastic and climate change. As a creative powerhouse with a finger on the pulse of youth, we are always creating and curating campaigns to catalyze their minds and bring about positive impact. Since MTV is known for having a fun take on everything and being a brand that battles trolls on an everyday basis, we thought why not this Dusshera, let good win over the two biggest evils plaguing today’s society- trash online and trash offline! This was the genesis of #MTVTrashTalk, a campaign for the eco-conscious, digitally savvy generation.”

MTV kickstarted the campaignon 25th Septemberwith a collection drive of all the hateful comments on social media.For every negative comment that was received, the brand, in partnership with an NGO calledWaste Warriors, cleaned 1Kg of actual plastic waste from the streets of Mumbai.As part of this initiative, MTV managed to clean various locations including Mahim Causeway, Bandra East station, Oshiwara, Bandra reclamation and Carter Road amongst others.

Riding on its strong social media fandom, MTV Trash Talk received strong support from MTV talents like Neha Dhupia, Rannvijay Singh, Karan Kundra, Varun Sood, Dr.Sanket Bhosale, Jonita Gandhi, Akasa, VJ Gaelyn, rappers like KaamBhari, Brodha V, SlowCheetah, popular influencer Miss Malini and Bollywood biggies like Farhan Akhtar and Priyanka Chopra, who also poured in their support for #MTVTrashTalk.

Priyanka Chopra:
https://www.facebook.com/89743390101/posts/10157357317730102?sfns=mo

https://www.instagram.com/p/B3CbLglhplz/?igshid=11cc5j6itpba0

Other Celebs supporting MTV Trash Talk:
https://www.instagram.com/p/B3MyBZ3F83G/?igshid=1lto2tc3c4fv8

https://www.facebook.com/89743390101/posts/10157367633195102?sfns=mo

For this initiative, MTV partnered with renowned artist and sculptor ArzaanKhambatta, to design a model of the modern day RAVANA, named TrashAsura, a 10-ft tall structure symbolizing plastic as the evil in the face of humanity. The installation, made entirely of plastic waste, is a physical and a creative manifestation of the filth received in the form of social media trolls. TrashAsura, made from the 1000kg ofwaste that was collected, will later by upcycled into utilities after the installation will be dismantled on the 9thof October.

Talking about this thought, ArzaanKhambatta says, “There is no greater threat to mankind today than an environment plagued with plastic pollution. Enough damage has already occurred and its about time we action change. This giant like installation is a topical manifestation of the menace we have led to and the impending danger that awaits us. I am happy to partner with MTV for this thought-provoking initiative and sincerely hope this instills a change in mindsets.”

The TrashAsura installation is a reminder of what trash- online as well as physical can manifest into if ignored. The 10-feet installation was inaugurated by popular Bollywood actors Neha Dhupia, Dino Morea, Nikhil Chinapa, along with Navin Shenoy, Marketing Head, Youth, Music, and English Entertainment, Viacom18, on 7th October 2019, a day before the festival of Dussehra.

Smt. Poonam Mahajan, Member of Parliament, Lok Sabha, said, “MTV’s campaign Trash Talk evocatively addresses two important issues, cyber bullying and plastic pollution. Plastic pollution can be tackled with innovation and policy changes. The Hon’ble Prime Minister and government are taking steps to change policies. The nation needs young people to propel innovation. This is a very cool campaign by MTV and I encourage all our young eco-warriors to come be a part of it. Saving Mother Earth can be great fun as well.”

Neha Dhupia said, “As India’s most loved youth brand, #MTVTrashTalk is an honest and a thought-provoking effort at adding a twist to the virtual bane of trolling and deliver positive actions out of it. And in the wake of natural threats like the recent conversations around Aarey forest deforestation closer home, and climate change, something we are all experiencing with non-seasonal showers, the TrashAsura is a wake-up call to pull us out of our slumber.”

“I can say for most of us that we have been a victim of both evils- online trash and the trash we encounter every day when we step out of our homes. TrashAsura by MTV is a great step towards dealing with both the evils, and a small step towards raising awareness about plastic pollution”,added Nikhil Chinapa.

Dino Morea who joined the MTV Team said, “MTV Trash Talk is definitely an innovative campaign. The idea of turning social media trolls into something as unique and artistic out of plastic waste and installing a modern-day Ravana is commendable. I am happy to join hands with the brand for such a great cause and hoping to spread a positive word through this initiative.”

The TrashAsura installation will be dismantled on 9th October 2019 and sent to Aarohana, the partner NGOthat will upcycle the plastic waste into reusable products. Upcycling will involve cleaning the plastic, weaving it into a cloth & making usable products out of it such as duffle bags, cutlery kits, pen stands, etc. So, this how MTV, India’s no. 1 youth brand planned to thrash the trash peacefully and get social media trolls to indirectly curb plastic pollution. Now that’s what’s called a slow burn!

October 7, 2019
Youth genre emerges as most benefitted in Chrome DM week 34

MUMBAI: Youth genre became the top gainer in week 34 of Chrome Data Analytics and Media data. The genre grew by 0.59 per cent. In this genre, MTV channel gained the highest OTS with 86.3 per cent in HSM excluding less than 1 lakh markets.

OTS is the actual census-based percentage connectivity of a channel spread across 81 million homes, as reported by Chrome DM, across analogue cable, digital cable, and DTH.

This week, infotainment gained second position and grew by 0.43 per cent in all India one lakh plus market. In this genre, History TV18 gained the highest OTS with 84.6 per cent. English news genre stood in the third position by gaining 0.43 per cent in six metros market. Republic TV secured the highest OTS with 99.3 per cent.

August 28, 2019
Asia’s largest content creation festival, India Film Project is back with its 9th Season!

Witnessing enormous growth in building a community of content creators across the varying forms of art since its inception in 2011, Asia’s largest content creation festival, India Film Project marks it’s come back this year with season 9. With an aim to encourage the budding talents and their enthusiasm for 8 years, this season will be a notch higher as the winning titles of 50 hour filmmaking challenge will be premiered across PVR Cinemas in the country and will also be televised on world’s premier youth brand, MTV.

With an increasing community of 6.5 million filmmakers and content creators coming together on 12th and 13th of October 2019 at Mehboob Studios, Bandra, Mumbai. This year more than 35000+ filmmakers are expected to participate from across 300+ cities, and 22+ countries making 1500+ short films over a weekend. Bollywood bigwigs Abhishek Chaubey, Pradeep Sarkar, Apurva Asrani, Bhavani Iyer, amongst the other have been brought on board to judge the series of challenges.

The two-day content creation festival at Mumbai will not only have speakers from different fields of art ranging from films, comics, literature, music but also hosts a series of interesting panel discussions, AMAs, workshops and screenings. Apart from eminent juries, speakers and talent, India Film Project has also joined hands with two giants of the entertainment industry, PVR Cinemas and MTV who are on board as sponsors this season.

Challenging the enthusiasts from diverse spaces, India Film Project brings an exciting line up of contests this year too. With its flagship property 50-hour filmmaking where the participants are challenged to create content from scratch which includes scripting, shooting and post production in a span of 50 hours. This mega challenge is slated to happen from 27th September, 8 pm to 29th September, 10 pm.

Apart from this, IFP also has other exciting contests ranging from Short Scriptwriting Challenge where contestants are supposed to submit an original script, to a Storytelling Challenge where one is expected to submit an original spoken word poetry, to Poster-Designing Challenge where the budding talents will have to recreate a Film Poster based on the given theme. The entries for these challenges are open till 15th September 2019. Each challenge promises to be distinctive in their own space not only appealing the participants but also the audiences.

Ritam Bhatnagar, Festival Director, India Film Project, and comments on the announcement of Season 9 “We, at IFP, aim at discovering the creators, valuing and showcasing their creation for the world to see. With this season, we aim to reach out to maximum content creators and make them the part of IFP community. From the beginning, we seek to solely provide a platform where creators can learn, create, network and share content. In this season, we plan to get bigger and better and provide an opportunity for the creators to portray the story to the audiences which they wish to.”

In association with PVR Cinemas and MTV, the winning titles will be theatrically released in cinemas across Mumbai, Bangalore, Delhi, Pune, Hyderabad, and Chandigarh. Furthermore, these movies will also be premiered on MTV over weekends on a prime time slot for 6 months.

“With this collaboration, we aim to provide a multimedia platform for the emerging content creators. We are looking forward to associating with PVR and MTV for the one of its kind experience for the winners”, signs off Ritam Bhatnagar.

August 27, 2019
C-LAB creates hustle and bustle with MTV India, JBL association

MUMBAI: C-LAB, the influencer marketing company under Dentsu Aegis Network is the catalyst for the recent association between JBL and MTV for its new property called Hustle. With an aim to strengthen the power of collective action and scale up growth as well as visibility, C-LAB banked on its proprietary big data AI platforms, to break down the music choices and genre affinities of the relevant target audiences. The revealed data guided the agency to strike an association between JBL and MTV Hustle. This association will provide a massive platform to the hip-hop and rap genre and take it to a wider audience in India.

Staying true to its promise of delivering the best music experiences, JBL will be seen across various segments of the show from JBL Dare to Hustle – the final rap battle every week to JBL Xtreme performance of the week. For those dreaming about their moment of fame, JBL will also launch a special social media contest where consumers will be offered the opportunity to upload video entries of them rapping their respective stories. The top ten shortlisted entries will have a LIVE battle on Facebook LIVE and Insta LIVE. The brand has also created a special TVC that will be aired during the show.

“The mandate of our Indian youth is clear, culture-defining music like rap and hip-hop will no longer be confined to the underground. With MTV Hustle, JBL will provide the platform to India’s budding wordsmiths who deserve the grand stage. We are excited to partner with MTV and take the rap and hip-hop revolution to a wider audience,” said HARMAN India country manager Pradeep Chaudhry.

Adding to this, Viacom18 head – youth, music and English entertainment Ferzad Palia said, “With hip hop being India’s next big trend, we believe MTV Hustle will be a genre-defining platform. We are delighted to have JBL as our partner in pushing the envelope further in the independent music genre. As a brand that offers the most sought-after music experiences, JBL is a seamless fit to our intent of giving the budding talent in the country a rightful place and offering our audience the most disruptive content.”

Commenting on the association, C-LAB EVP Deepak Kumar said, “As a specialised agency it's our prerogative to suggest the appropriate platforms for our brands. Taking into consideration the aspirations of both the brands, we decided to bring the legendary audio brand, JBL to partner with India’s number one youth entertainment brand, MTV. JBL’s brand essence is the perfect fit for MTV’s TG. We are confident that this association will offer the audience a gripping and enjoyable experience. Additionally, the fate of any association is defined by its viewership and we believe we have taken the right measures to contribute to MTV’s expectations of 5 billion minutes of watch time for the second half of the year.”

August 21, 2019
MTV breaks notions with concept-based marketing, redefines content marketing

Mumbai: Adhering to its promise of being India’s No. 1 youth entertainment brand, MTV brings to its audience some clutter breaking concept based campaigns for its recently launched shows – JBL presents MTV Hustle powered by Breezer Vivid live life in color and styling partner Philips one blade, MTV Ace of Space and MTV Splitsvilla 12 Co-powered by Alo Frut Juice, Manforce, Denver Deodrants and Vega Hair Styling appliances. Riding on quirk, wit and innovation that embodies the brand’s DNA, MTV has activated a 360-degree marketing campaign celebrating the unique properties. In addition to the cross promotional activities across network channels, these initiatives are targeted to stir word of mouth for the new shows.

Speaking about the innovative marketing campaigns, Navin Shenoy, Head Marketing – Youth, Music and English Entertainment, Viacom18, said: “MTV has been the voice of the Indian youth over the years by offering shows which provide a creative platform to our viewers to showcase their talent. We are not only raising the bar on innovation and entertainment with both our shows but also in ways we uniquely market them. While MTV Hustle is a new concept, MTV Ace of Space and MTV Splitsvilla are marquee shows, loved by audiences in their past seasons and hence, our strategy to market them is quirky and engaging.”

Starting with MTV Hustle, the channel gave India a new anthem this Independence Day – #SWAGtantra! Echoing the voice of young India, MTV launched India’s first crowdsourced rap- for the people, of the people and by the people. Composed by the top 15 contestants of the show, the Swagtantra rap was an ode to and a triumph of India’s legacy, will, army and its people. MTV has also launched 2 humorous ad films themed “Sab ko laga hai rap ka chaska” showcasing how rap courses through the veins of the Indian youth. On-ground, a multi-city Hustle Cypher is up and running wherein the hip hop stalwarts hunt for the best talent in a-12 hour long on-ground plus digital contest across 5 colleges culminating into a rap battle. Using insights into the consumption patterns of our audience, exclusive mid-night social media contests are being run on MTV India handles for Hustle.

Swagtantra Anthem: https://m.facebook.com/story.php?story_fbid=10157243081635102&id=89743390101

For the second season of their popular show, MTV Ace of Space, MTV designed an interesting on-ground live activity in Lucknow carried out by show host-Vikas Gupta. In a small house with 2 rooms, ex house mates-Pratik Sehjpal, Meisha Iyer, Faizy Boo and Chetna Pande were put inside. Weaving in the show concept, the idea was to test the tenacity of the contestants while playing mind games with them. However, the twist was that here viewers got to decide the destiny of the contestants by interacting live via Facebook and Instagram. Vikas also went to city colleges along with ex contestants, made them do tasks and shortlist people. Out of the chosen ones, Mastermind will pick one who will get a chance to participate in the show.

Moving onto India’s longest-running 'search for love' reality show– MTV Splitsvilla X2, MTV launched a series of infomercials that spoof teleshopping advertisements offering magical cures. 'Splitsvilla Shoppe Network’ is a one stop solution for various love problems that help you take 'Your best shot at love!' On offer are products like Lala Chashma which helps you gauge the relationship status of people and your compatibility with them, Ex-Repellent Spray that protects your relationship by keeping away unwanted ex’s and Majnu Ke Aasu, the perfect solution for a sensitive girlfriend who feels he isn’t ‘emotional enough’. In order to engage with the viewers, the hosts entice the audience to register their interest for their favorite product by giving a missed call before stocks run out. To know what happens next, you may want to give a missed call now!

Majnu Ke Aasu

https://www.facebook.com/mtvindia/videos/2224428977868241?s=1011635300&v=e&sfns=mo

Ex Repellent spray

https://www.facebook.com/mtvindia/videos/599518787243751?s=1011635300&v=e&sfns=mo

August 19, 2019
This Independence Day, Viacom18 celebrates many facets of freedom for Indians

Mumbai: India’s youngest and fastest growing media and entertainment network, Viacom18 celebrated the country’s 73rd Independence Day with a host of integrated campaigns that celebrated the spirit of today’s India and what independence means to its citizens. Ranging from COLORS Cineplex’s #freefromhate, MTV’ #SWAGtantra, Nickelodeon’s Mera Wala India to Comedy Central’s #LaughAsOne, these campaigns targeted diverse issues that are relevant to the network’s varied audiences.

1. #FreeFromHate by COLORS Cineplex

Urging netizens to make the internet free from hate, COLORS Cineplex launched a positivity challenge 5 days before Independence Day on social media – by asking people to put up positive things or to delete a negative comment and replace it with a positive one using #freefromhate. The challenge concluded with an impactful film that was released on the channel on Independence Day that touched upon the subject of trolling. The film left viewers with a take away of simple step against cyber bulling and urged them to post a positive comment to make social media #freefromhate. The campaign reached out to the channels’ 56 M social media followers. Television and Bollywood superstars came forward to support the #freefromhate campaign such as Deepika Singh, Namik Paul, Anita Raj, Nimrit Kaur, Sidharth Malhotra and Parineeti Chopra.

2. #SWAGtantra by MTV

As India’s first crowdsourced Rap anthem, #SWAGtantra certainly struck the right chord with MTV’s loyal following this Independence Day. The SWAGtantra rap reflected the voice of young India. The Rap anthem was an upbeat composition based on five words: Tamasha, Bharosa, Pahad, Guroor and Jalebi that were sent in by rap lovers across the country prior to Independence Day. Post the scanning, the best rap verses were featured in the Swagtantra Rap. Combined with the creative expertise of these gifted rappers, who are mentored by the judges Raftaar, Nucleya and Raja Kumari, the Swagtantra Rap was instrumental in giving an edge to the young rap lovers and reinforce a wave of change with the power of words and music. The #SWAGtantra campaign celebrates the rap mania that MTV Hustle has brought to India.

3. ‘Mera Wala India’ by Nickelodeon

Nickelodeon – India’s leading kids’ entertainment channel has always ensured to celebrate every occasion with a twist reinforcing the significance of every festival by reinventing its true meaning. This Independence Day, the channel addressed the challenges India is facing despite being in the 73rd year of Independence through their innovative campaign– ‘Mera Wala India’. Taking a cue from what the ideal India should be from a kids point of view the channel brought alive a child’s version of an ideal independent India.

As a part of the initiative, the campaign witnessed children across schools conducting a Reverse March to address issues like water conservation, safety, cleanliness, education for all and stereotyping. Popular Nicktoon Shiva led the reverse march across cities encouraging positive behavioural change amongst kids. With the help of its digital and social media reach, the campaign encouraged children, urging them to express their version of ‘Mera Wala India’ and take a pledge to extend this positive change towards the society not only amongst the kids but also amongst adults.

4. #LaughAsOne by Comedy Central

Comedy Central – India’s leading 24-hour English Entertainment channel had a simple message this Independence Day with their campaign #LaughAsOne. Keeping true to the its promise of being Your Happy Place, the channel’s campaign was an interesting take on laughter. Committed on making India laugh this Independence Day, Comedy Central’s #LaughAsOne celebrated the country’s diversity because laughter has no race, religion, distinction and prejudice.

While each brand film enlivened the distinct identity of its audience, these campaigns by MTV, COLORS Cineplex, Nickelodeon and Comedy Central celebrated the unique identity of Viacom18 – network with a humane purpose.

August 16, 2019
Business news emerges as most benefitted in Chrome DM Week 31

MUMBAI: Business news genre has grown by 4.60 per cent in week 31 of Chrome Data Analytics and Media data. In this genre, CNBC Awaz channel gained the highest OTS with 85.5 per cent in 6 metro markets.

OTS is the actual census-based percentage connectivity of a channel spread across 81 million homes, as reported by Chrome DM, across analogue cable, digital cable, and DTH.

This week, English movies genre gained second position and grew by 3.59 per cent in 6 metro markets. In this genre, Warner Brother gained the highest OTS with 46.2 per cent. English news genre stood in the third position by gaining 2.52 per cent in 6 metro markets. Republic TV secured the highest OTS with 97.7 per cent.

Youth genre stood in fourth position in HSM excluding less than 1 lakh markets and grew by 2.17 per cent. MTV gained the highest OTS with 86.6 per cent. Kids stood in the fifth position and grew by 1.64 per cent in all India 1 Lakh+ market. In this genre, Discovery Kids gained the highest OTS with 88 per cent.

August 7, 2019
MTV aims for 5 bn watch minutes in second half of 2019

MUMBAI: Viacom18’s youth channel MTV witnessed 700 million views and 3.67 billion minutes viewership in H1 2019, on TV and VOOT respectively. With that achievement in mind, the channel is expecting 5 billion watch minutes on the channel in H2 CY 2019. Viacom 18 head-youth, music and English entertainment Ferzad Palia spoke to Indiantelevision.com on growth drivers for H1, strategy to achieve 5 billion in H2, plans for stronger H2 2019 and impact of NTO on the channel.

“The first half of 2019 has been positive for us. We have seen a good growth in terms of consumption of the content that we create both on TV and VOOT. People are engaged, more people are watching us than ever before and they are watching us for a considerable amount of time as well,” he said.

Speaking on the growth drivers for H1, Palia said, “We experimented with long format and different kinds of content and all these have given us good results. Roadies and Love School’s seasons have done well. We are now launching three more shows, with which we expect to take it a notch higher.”

The channel has announced three shows for the quarter – MTV Hustle, Spitsvilla season 12 and Ace of Space Season 2.

Revealing plans for H2 2019, Palia said, “These three are the shows that we have announced. MTV Hustle is a brand new show with new format that hasn’t been done before. It is a very strong platform for budding talent in the rap and hip hop space because till now there has been no big platform for this genre. There is a lot of talent which is there in the country that doesn’t get a mass platform. So, we are expecting this show to be a big growth driver for the channel in H2.”

Talking about Splitsvilla, Palia said, “Spitsvilla is a unique concept which we have seen growing every season and now in its 12th season we are keeping the format fresh and evolving it as per viewers' choice that is working well for us. We are quite certain that this season will be different from the rest of the seasons.”

He further said that by October the channel will be coming up with more new shows.

In H1 2019 the channel witnessed 3.67 billion minutes of viewership and in H2 it is aiming for 5 billion. Palia shared his plan on achieving the number. He said, “Lot of properties are returning and those properties have significant attraction. Then we have new shows in October and November, so we are strengthening our lineup. In the first half itself we have done close to 4 billion minutes. I see the second half to reach at least 5 billion.”

Palia also shared his views on the impact of NTO on the youth channel. He said, “When the NTO was announced it was expected that the reach for our channel would come down a bit. But we see ourselves in a unique position for two reasons. One is that our content is very different and we are the only guys who are making this kind of content. We are the only content creator making original youth-specific content. Second reason is that the channel has lot of loyal audiences.”

He also added, “Another reason why it didn’t impact us much is that MTV has been there for many years and now it is not just a TV channel and has been consumed on digital too so our base number has also grown. I think we are in quite a strong position.”

Answering the query about difficulties faced in selling the inventory due to economic slow down, Palia said, “The ad market is a bit muted but not only specifically for us but across the board. Things are happening back to back in the economy. NTO happened and the advertisers were waiting for that to settled down. We expect a very strong bump-up starting September.”

He also commented on the landing page debate, “Without getting to any side of the debate we have seen no impact of landing pages on our channel.”

August 6, 2019
MTV announces exciting content line-up for the quarter

MUMBAI: In a country with diverse audience preferences, MTV has stood the test of time and withheld its position as India’s no.1 youth entertainment brand. Creating platform agnostic youth content, the first half of calendar year 2019 has been rewarding for MTV. Be it with content that struck a chord, campaigns that won accolades or brand partnerships that went beyond conventions, MTV has continued to bring the best to young India.

From discovering the complexities of relationships in MTV Splitsvilla 12 or learning to fight one’s own insecurities in Ace of Space to now creating the country’s first ever hip-hop talent with Hustle, MTV invariably places youngsters’ entertainment and interests at the forefront, rightfully owning the position of India’s #1 youth brand.

“MTV is the definitive leader for youth content in India with 700 mn views and 3.67 bn minutes of viewership in H1 2019, cumulatively on TV and VOOT. The first half of 2019 also saw us winning big at prestigious platforms such as Promax Asia, Goafest Abby Awards and Indian Telly Awards, amongst others,” Viacom18 Youth, Music and English Entertainment head Ferzad Palia commented.

“Incorporating the learnings from our Youth Insights report, we are introducing unique concepts such as Hustle and imbibing novelties in successful properties like Splitsvilla and Ace of Space. Experimenting with the time-slot, it’s also the first time that a marquee property like Hustle will be aired bi-weekly instead of once over the weekend,” he added.

MTV Hustle – The rap mania gets here

Continuing to be the torch-bearer of all music formats in India, MTV Hustle will foster India’s hip-hop culture for the first time through television. As India’s first-ever rap reality show, MTV Hustle is being judged by hip hop stalwarts Nucleya, Raja Kumari and Raftaar who will mentor and support the contestants. The show will witness 15 rap talents from across India, battle it out through gruelling training and competition to emerge as India’s biggest hip-hop star.

JBL presents MTV Hustle, co-powered by Philips One Blade & Breezer Vivid Live Life in Colour and associate sponsor – Hike Messenger will air every Saturday and Sunday at 7 pm starting Aug 10th.

In addition to print and television promotions, the channel will focus heavily on digital integrations such as crowdsourcing the MTV Swagtantra Rap for Independence Day, collaborate with participants to create raps on topics relevant to the youth, content pieces centred around rappers, campus connect events, etc. Another first will be an exciting multi-city Hustle Cypher activation in Mumbai and Delhi. A 12 hour on ground + Digital contest across 5 colleges + 1 public location will culminate into a mega on-ground event where 15 shortlisted rappers will be judged by the best Hip-Hop artists in India.

Splitsvilla Season 12 – Your best shot at love

Banking on the success of its past season with a reach of 131 million, MTV sensation Rannvijay Singha and diva Sunny Leone will once again host the 12th season of MTV Splitsvilla. With the theme of Your Best Shot at Love, contestants get the ‘dating app’ derived experience, in reality. Tasks designed to test physical, emotional and intellectual compatibility which empowers them to narrow down their search for the ideal match. Co-powered by All Fruit Juice, Manforce, Denver deodorants, and Vega Hair Styling Appliances, MTV Splitsvilla X2 is ready to premiere on August 16, 2019 and will air every Friday at 7 PM.

Ace of Space Season 2 – Surviving tight spaces

With a reach of 71 million in its first season, the highly successful show, Ace of Space is now set to launch its Season 2 with Mastermind Vikas Gupta again on board. MTV Ace of Space S2 premieres on August 24, 2019 and will air daily at 6pm.

With a triple dose of Rap, Love and Mind Games, MTV is set to do what its known to do best – be the entertainment destination for India’s youth.

August 5, 2019