MUMBAI: MTV Networks India is stepping up its digital agenda. The first step has come in the form of Srinivas Gopal’s appointment as director digital (online, interactive and mobile).
In an interview with Indiantelevision.com last year, former MTV Networks Asia Pacific president Frank Brown had emphasised that the next phase of the company’s development will be to launch digital new media business.
“We have identified two new revenue streams, each to have a business head. Digital new media and consumer products are going to evolve as businesses with potential for fast growth. The boom in digital new media has happened in Japan and Korea. And it is happening in China. Along with consumer products, this will be a brand extension for MTV and Nick in India as well,” he had said.
Gopal’s key responsibility will be to position MTV, Nick and Vh1 as leaders in the emerging digital market space in India.
He moves to MTV from Times Internet Ltd, where he was the western region head (indiatimes mobile division), responsible for managing the mobile operator alliance and driving wireless marketing initiatives for brands.
MTV Networks India vice president marketing and digital Vikram Raizada said, “As the premier youth destination, MTV has been a pioneer in interactive initiatives and given Srinivas’ credentials in this field, I am sure there are many more exciting concepts waiting to take shape. Srinivas will play a key role in integrating the three aspects of digital – mobile, interactivity and online and provide a clear strategic and creative direction for the brands in this domain.”
Gopal brings with him over 11 years of experience, starting his career with Paper Products Ltd providing packaging solutions, thereafter moving to Sify, BPL Mobile and finally to Times Internet Ltd, where he spent the last two years.
Speaking of his appointment, Gopal said, “I am looking forward to the excitement and challenges of driving the digital initiatives at MTV, a brand that is known for its unique humour and creative edge.”
Tag: Vikram Raizada
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MTV Networks India appoints Srinivas Gopal as director digital
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MTV, Sahara to fight over ‘Phir Milenge’ on Aids Day
MUMBAI: Promoting public message by means of movies and television programmes is not new in the television space. But for music channel MTV India, it is. For the first time, the channel will air a movie, Phir Milenge, on 1 December, the World AIDS Day.
The tussle for audiences will be with SaharaOne. While MTV will telecast the movie at 9 pm, Sahara has scheduled the world premier of the movie for the 8:30 pm slot. Phir Milenge is conceived and produced by Percept Picture company and creation of Sahara One.
Responding to a query, Sahara One Television chief operating officer Karuna Samtani offers, “It will not cannibalise viewership. It’s our world premier, our movie and we are starting the movie ahead of MTV.”
MTV also dismisses any loss in viewership as the two channels address different target audiences. Says MTV Network vice-president marketing Vikram Raizada, “It makes eminent sense for the channel to air Phir Milenge which has prevalence and highlights the social message across. Even in the past, the network has been into aids awareness through the programme MTV Music Summit for AIDS,” says Raizada.
MTV has been promoting awareness of HIV/AIDS through the channel since 1997.
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Nick has a Chhota VJ in Shiv Tandon
MUMBAI: The nationwide Nickelodeon Chhota VJ hunt which kicked off in May this year and traveled to Mumbai, Bangalore, Delhi and Chennai for auditions has zeroed upon 11-year -old Shiv Tandon, from Ambala Cantt , Haryana. Shiv Tandon was declared the lucky winner among 4300 entries, says an official release.
” I simply can’t believe that I have become the Nickelodeon Chhota VJ, but now that I am one , I am going to try and use the platform given to me , to spread awareness about social evils that are plaguing our society, about the precious wildlife we need to preserve and .. have fun with Nick” , says Shiv Tandon, the winner of the Nickelodeon Chhota VJ Hunt. The Chhota VJ, will soon host his own Bollywood music based show , which will air in November 2002.
“Shiv Tandon was chosen out of thousands of entries from across the country cause he exemplifies what the channel stands for-spontaneity, wit, energy but most importantly fun . I’m sure kids across India will enjoy being themselves with Chhota VJ Shiv on Nickelodeon.”, MTV India , VP marketing , Vikram Raizada was quoted as saying in the release.
The Chhota VJ Hunt was launched by Nestle Munch in association with Kellogg’s Chocos, Chhota Pepsi, Act II Popcorn, Hero Cycles and Archies .
Nickelodeon is the world’s only multi-media entertainment brand dedicated exclusively to kids . A multi-award winner in creating innovative kids TV programming, it shows a variety of programmes including animation, game shows , live action , comedy and science fiction.
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BPL Mobile, MTV India forge Relationship
The battle to gain control over the cellular service market is getting hot. To face competition from MTNL’s Dolphin and Hutchison Max, BPL Mobile has entered into a strategic alliance with MTV India, This fits like a glove as both companies try to understand and reflect the ideas, lifestyles and values of youngsters.
MTV is trying to popularise BPL Mobile’s new service miDate. In MTV Loveline a contest is being run. During the course of the show the VJ Cyrus asks an unusual question and the person who gives the most innovative answer will get a date with a VJ.
MTV VJs will also be promoting the relationship on the ground. Details for this will be finalised soon. The cellular company plans to launch lots of new products and customer services in the near future. It recently launched miDate for its subscribers in Mumbai.
MiDate is based on the SMS platform which according to Vikram Raizada, director, marketing, MTV India, is the hot new language among the youth. According to him the aim of forming this kind of partnership with BPL Mobile is to connect with the youth. The youth of today are wired and hanging out is very important for them. Besides this they constantly want to keep in touch with each other. In the “tuning into the Indian youth part 3” survey which was conducted recently, small and latest mobile phones ranked high on the must have list.
BPL Mobile has also tied up with Midday Multimedia Ltd to offer real time news content – miNews – to BPL’s cellular service subscribers. A print campaign has also been launched.
Currently, Grey Worldwide and McCann Erickson handle their advertising. It is nor yet clear which ad agency will be finalised after merger.