ITV

Tag: Next Top Model

  • India’s Next Top Model gets sponsor heavy in third season

    India’s Next Top Model gets sponsor heavy in third season

    MUMBAI: MTV India’s Next Top Model season boasts a range of partners such as Livon Serum, Oppo, Lotus Make-up and Hike Messenger. The show, produced by Bulldog media and entertainment, will air every Saturday at 7 pm.

    CBS Studios International has licensed the India format rights for the worldwide hit dramality series America’s next top model to Mumbai-based Bulldog media and entertainment for the third season.

    Viacom18 COO Raj Nayak believes that MTV’s youth connect and creative prowess is the reason for sponsors lining up year after year. He said, “Fashion is one of the cornerstones of youth culture. And when the country’s biggest youth brand sets out to find the country’s next big fashion icon in the form of India’s Next Top Model, it is but natural that brands pertaining to fashion, beauty and lifestyle would want to be associated with us.”

    The upcoming season of India’s Next Top Model where ‘Fashion gets Tough’ follows the journey of ten beautiful young girls as they transform into ramp-ready professional models. The show will be presented by Malaika Arora and judged by India’s original supermodel, Milind Soman and Bollywood’s favorite photographer Dabboo Ratnani while the contestants get mentored by the perfectionist, Anusha Dandekar and tough task master Neeraj Gaba.

    Viacom18 head youth, music and english entertainment channels Ferzad Palia said, “Since the time of its inception, India’s Next Top Model has been a superhit with audiences across the country. The very fact that we have contestants participating in the show from across the country – including the North East, is a testament to the fantastic reach and wide appeal this show has.”

    Bulldog co-founder and executive producer Akash Sharma said: “Epecially adapted for the Indian audience, India’s Next Top Model is a transformation series not a modeling competition, where we take ordinary girls and follow their journey to the top of the high stakes world of fashion/ modeling.” His aim is to replicate the success of America’s Next Top Model, now in its 24th season, in India too.

    Talking about Livon’s returning partnership with the show, Marico chief marketing officer Anuradha Aggarwal said, “The Livon girl believes in being vivacious, vibrant and looking fabulous at all times – Livon wants to be this young girl’s constant companion, to give her salon finish hair, anytime, anywhere. Through this collaboration we wish to connect with the young millennials and provide them with a platform to showcase their talent, and offer them an opportunity to find the model within.”

    Oppo Mobiles India Pvt. Ltd brand director Will Yang said, “Oppo is a young and fashionable brand and it is always a pleasure to associate with youth-centric and fashionable shows like India’s Next Top Model. Oppo is an emerging brand and collaborating with this show will help both of us in reaching out to the young audience and embark on a new journey in the fashion world.”

     

     

  • MTV’s ‘India’s Next Top Model’ experiment pays off with good ratings

    MTV’s ‘India’s Next Top Model’ experiment pays off with good ratings

    MUMBAI: The Indian adaptation of Tyra Banks’ reality show America’s Next Top Model, called India’s Next Top Model has entered in its eighth week and the show has been doing well on the ratings front for MTV. In last week’s ratings, India’s Next Top Model was the second most popular youth show.

     

    The show is produced by Bulldog Media & Entertainment and the makers couldn’t be happier.

     

    Bulldog Media & Entertainment co-founder and executive producer Akash Sharma said, “We are very happy with the ratings. The show is number one in its time slot. We are a way ahead of competition and right now we rank number two among the youth shows, only trailing behind Splitsvilla. Episodic ratings consistently reach 70+ TVTs and weekly episodes are peaking with 120+ TVTs range, which is in line with other well established franchises. We are very happy about the phenomenal ratings.”

     

    America’s Next Top Model is one of the most successful international formats and is currently running in 20 countries as a local version. “So it’s natural to bring a show of this format in India. We have so many fashion weeks happening here besides other fashion events. We acquired the rights of America’s Next Top Model and then put the things together,” he informed.

     

    India’s Next Top Model is being touted as an inspirational show, wherein the audience will see a lot of transformation in the participants, who hail from different backgrounds. Already popular in Asian countries like Thailand and China, Sharma is of the opinion that the Indian audience can relate to the content. “There are several copied shows that are coming to India but we knew that there is room for the original format. So when we bought the show there was big amount of interest.” he said.

     

    Throwing light on the research done before launching the show, Sharma informed, “We observed other channels and the shows that they have launched. We studied the industry, talked to experts and the right people for this format and then started planning. We also studied the show formats of other countries including Germany’s Next Top Model and Australia’s Next Top Model. The whole process took a lot of time to figure out the right formula of India’s Next Top Model.”

     

    MTV has carried out multiple brand integrations on the show with the likes of Tresemme, Lakme and Amazon. Highlighting the role of brands in the show, Sharma said, “The show is centred on fashion and beauty so it is relatable content for FMCG brands. The hair transformation episode received a great response from Tresemme. They actually transformed the way girls looked and made them feel like aspiring models. We did another episode called the ‘Make Up challenge with Lakme.’ Amazon is our wardrobe partner, which helps us in their styling.” 

     

    Primarily known for its youth centric shows, MTV burnt the mid-night oil to ensure that the show was promoted and presented well to the audience.

     

    The proof is in the pudding as the debut season’s runaway success only goes on to show that MTV has tapped right into the heart of an insight.

     

    MTV India EVP and business head Aditya Swamy said, “Fashion and style is a huge part of every young person’s individuality. We believe there is a model hidden in every young girl and all it takes is the right platform to make her a Top Model. It’s been a dream run working with these young girls, our judges and mentors and the entire production team at CBS, Bulldog and Face TV. We look forward to making this into a multi season landmark franchise.”

     

    When a show of international format is brought to India it gets moulded to local tastes, while keeping the target audience in mind. While Bulldog Media & Entertainment didn’t tamper with the original format, a few tweaks were made keeping in mind the Indian viewers. “We didn’t try to change the format but we have tried to add some spice to the show. We showed what others girls think, who should stay and who should go. We played with the extra drama, which we don’t get to see internationally. So these are the small things that add spark and zing, which Indian viewers like to see,” Sharma said.

     

    Following the trend of multiple seasons, he said, “We are still in our eighth week of the first season, while America’s Next Top Model is in its 22nd season. So yes, definitely we will come up with more seasons. We are looking at a long term franchise with India’s Next Top Model. The next season should be the summer of 2016.”

     

    India’s Next Top Model airs on Sunday nights at 7 pm on MTV.