News Broadcasting

MTV, VH1 show-off their digital chops

Published

12 years ago

November 28, 2013

If you’re a television channel targeting the youth of today, there’s no way you can ignore the digital medium; be it social media or the Internet. Exactly the mantra that Viacom18’s youth entertainment channels – MTV and VH1 – hitherto positioned as general entertainment channels, are following. And we at indiantelevision.com found out just how much…

Beginning with MTV India, it’s arguably the brand which focuses entirely on Indian youth in the age group of 15-34 years. Having started off as Music Television in 1996, the channel has lately shifted focus to reality shows with the triumvirate of MTV Roadies, MTV Unplugged and MTV Splitsville topping charts among MTV’s reality properties.

Digitally speaking, MTV’s official facebook page boasts 5.5 million likes, with over 36 lakh fans talking about it at the same time. The channel has a presence across Instagram, Google+ and Pinterest and more than 95,000 followers at @MTVIndia on Twitter.

Additionally, MTV India makes and promotes shows that trigger conversations on the Internet including MTV Webbed and Coke Studio as also shows which are exclusively for the web audience.

MTV India’s official YouTube page scores more than 27 lakh subscribers with 4,019 videos including recent uploads of MTV Unplugged season three, Saturday Night Alright, Rann VJ Run, Bollywood Jasoos, MTV Webbed and so on.

Over and above all this is MTV’s official website; the channel’s mainstay in the digital space with picture gallery, video uploads, trends and show trivia as well as snaps of hot properties like MTV Webbed, its new series Saturday Night, and many more.

Coming to VH1; launched nearly a decade after MTV in 2005, the 24×7 pay channel caters to youngsters in the age group of 13-35 years. VH1’s official facebook page boasts 2.5 million likes, with xyz fans talking about it simultaneously. Whereas, it has nearly 36,000 followers at @Vh1India on Twitter. Recently, the channel has initiated a new activity for its show called Vh1 Throwback Thursdays, where the twitterati can suggest old songs VH1 can then play on air.

This year, VH1 has expanded its digital reach with the launch of Vh1 HUB, Vh1 Pulse and Vh1.in; destinations where the youth can set CRBTs, stream music for free on facebook, watch hours of programmed content and stay up to speed with the happenings in the music universe.

VH1 India’s official YouTube page has only 1,004 subscribers, and telecasts promos of its properties such as Indian Musical Compass, Karbonn Smart and Big Hit Katy Perry to name a few.

VH1’s official website tops its comprehensive digital presence with sections like music, entertainment, videos, events, culture and contests. A special tab showcases what is trending on VH1 as well as updates of upcoming events.

On VH1’s cards is a rhythm-based mobile game; one of the first for any music channel in the country. To be made available on Apple and Android phones and tablets, the game features fresh, never heard before pieces of music that would play in the background and add power to it.

MTV India head digital Ekalavya Bhattacharya

VH1, Viacom18 Media VP and business head – digital media Rajneel Kumar

There will be a contest too titled ‘Games of Tunes’, with participation from some of the most talented independent DJs and musicians in the country who’ve worked on original compositions in the electronic music genre

So what lies behind the digital success of these channels?

Says MTV India head digital Ekalavya Bhattacharya: “One of MTV India’s biggest achievements is being recognized as a channel which talks back and cares for the audience. You can’t talk or give feedback to your TV set but you can talk to us via our social networks. We not only listen in to compliments by fans, we pay closer attention to things that our audience hasn’t appreciated. We’ve often actually tailored our on-air content based on the online commentary.”

About VH1, Viacom18 Media VP and business head – digital media Rajneel Kumar says: “It is a symbiotic relationship with our viewers, where we engage with them across content, artistes, events and everything which makes their life musical.”
VH1 not only promotes British music, it airs American reality shows on pop stars from different countries. It screens music documentaries and concert specials, live telecasts and repeats of shows like the Grammy Awards, American Music Awards and MTV Music Awards.”

Kumar calls it a two-way process. “Since we have had a long-term interaction with our audience on social media, we now know their pulse. We understand what kind of music and lifestyle content they like and how our innovations in content and technology can suit their palate.”

Not surprisingly, the channel has ramped up its programming with on-air and on-ground initiatives like Global Music Xpress, Dance 101, Big Brother, Vh1 Playlist, Jazz Masters, Yo Momma and tickers.

What purpose does the channels’ social media presence serve, really?

Explains Bhattacharya: “MTV’s digital destination isn’t just a place where an MTV fan comes to consume repeats of on air content; it is a place where we echo their interests and serve them content that is tailored to their needs. The popularity of our digital assets has changed the way we serve and develop content, massively, as well as the perception of our audience. The success of our digital platform has ensured that digital is no longer just a marketing support but a considerable revenue generating function.”

Says Kumar: “Vh1’s social media networks are an important element of the channel’s daily engagement with its core audience. In fact, the social networks are the primary touch point for all initiatives and interactions. The channel has done and will continue to create socially-driven content for its target audience.”

Speaking of the people who handle both channels’ digital presence; the VH1 team is based out of Mumbai and has multi-faceted resources spanning editorial, technology, creative, graphics, product and marketing while MTV India too has a 20-strong team based out of Mumbai.

Says Bhattacharya: “MTV does not believe in compartmentalizing everyone in specific roles, because there is so much to digital, and there is a lot of creativity and science involved. We have technology, marketing, content buckets and all are bound with the thread of creativity, with a strong focus on revenue.”

What are the channels doing to draw greater traffic to the websites?

Says Bhattacharya: “We are not only present and active on all social platforms, we also pioneer digital innovation. For example, we are the first brand in India to have a show on Vine (Pick Me Up) and the first brand to use Whatsapp and Pinterest, heavily, in campaigns like Nano Drive with MTV and Ceat and MTV Chase The Monsoon. By engaging our audience on multiple platforms, we ensure we are constantly top of mind which consequently increases consumption of not only digital content but consumption of our shows on television.”

Kumar says: “Vh1 is constantly pushing the envelope when it comes to social media. We work very closely with social platforms at both the product level and engagement. The next wave of innovation on social will be around the television screen and social platforms seamlessly integrated. We also continuously innovate on our campaigns for brands that work with us to deliver very strong engagement and brand message delivery.”

For Bhattacharya, there is no specific demographic the channel caters to. “As far as a brand is concerned, everyone is a fan and each of them has an opinion and preference. The content doesn’t choose its audience; the audience chooses the content. The idea is to cater to all types of viewers with differentiated content,” he says. The problem is one property does not appeal to everyone and you can’t get everyone to love everything. Also, a viewer who is very vocal about his dislike for a certain show may not be as vocal about his liking another show on the channel.

What are the achievements in terms of social media?

MTV has won multiple awards for social and digital campaigns at pretty much every event. One of the biggest was when Roadies won the title of the Most Social TV Show in the world, beating the likes of Supernatural, The Glee Project, Pretty Little Liars, WWE etc. “The amount of work we put in on Roadies, specifically, on digital, is of course worth a whole new story,” says Bhattacharya.

While Kumar says: “Vh1 has been the first mover to mark its presence on most social media platforms and continues to grow. Maintaining such a dynamic community is no less than a challenge. It has the biggest network of international music lovers in India in the shortest span of time. Plus we have multiple big ticket contests, taking our fans to the biggest gigs all over the world, there has not been a single quiet day for Vh1 online.”

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News Broadcasting

Barc forensic audit in TRP row awaits as Twenty-Four probe gathers pace

Published

5 days ago

February 4, 2026

indiantelevision.com Team

KERALA: A forensic audit commissioned by the Broadcast Audience Research Council (BARC) India has emerged as the centrepiece of the government’s response to fresh allegations of television rating point manipulation involving a regional news channel in Kerala, with both the audit findings and a parallel police investigation still awaited.

Replying to a query in the Lok Sabha, minister of state for information and broadcasting L Murugan, said Barc had appointed an independent agency to conduct a forensic probe into the conduct of senior personnel allegedly linked to the case.

The move followed media reports claiming that a Barc employee had accepted bribes to manipulate viewership data in favour of a regional television news channel.

“The report from BARC is still awaited,” Murugan told Parliament, signalling that the forensic exercise remains ongoing.

Industry specialists say forensic audits are crucial in alleged TRP fraud cases, as they examine internal controls, data access trails, panel household integrity, staff communications and financial transactions. The outcome could determine whether the alleged manipulation was an isolated breach or a deeper systemic weakness in India’s television measurement framework.

Running alongside the audit, the Kerala Police has formed a special investigation team to probe the allegations. The ministry has sought a preliminary report from the state’s director general of police, including details of action taken on the first information report. That report, too, is yet to be submitted.

The episode has revived long-standing concerns over the vulnerability of India’s TRP system, particularly in regional news markets where competition for ratings is fierce and advertising revenues hinge on weekly viewership rankings.

India’s sole television audience measurement body Barc, has faced scrutiny before, most notably during the nationwide TRP controversy involving news channels in 2020. While tighter compliance norms were introduced in the aftermath, the latest allegations suggest enforcement challenges may persist.

On regulatory consequences, the government said any punitive action against television channels, including suspension or cancellation of uplinking and downlinking permissions, would be governed by the Policy Guidelines for Uplinking and Downlinking of Television Channels issued in November 2022, and would depend on investigation outcomes and due process.

The ministry also pointed to ongoing efforts to overhaul the ratings ecosystem. Television measurement continues to be regulated under the Policy Guidelines for Television Rating Agencies, 2014. Draft amendments were released for public consultation in July 2025, followed by a revised version in November 2025, aimed at tightening audit mechanisms and improving transparency and representativeness.

In November 2025, Barc said it had taken note of allegations aired by Malayalam news channel Twenty-Four, which linked an internal employee to irregularities in audience measurement. The council said it had engaged a “reputed independent agency” to conduct a comprehensive forensic audit, underscoring the seriousness of the claims.

The ratings system sits at the heart of India’s broadcast advertising economy, shaping billions of rupees in annual ad spends. With trust in audience data once again under strain, advertisers, broadcasters and regulators are closely watching the outcome of the investigations.

Barc has urged industry stakeholders and media organisations to exercise restraint while the probe is underway, calling for an end to “unverified or speculatory claims” and reiterating its commitment to integrity and accountability.

Until the forensic audit and police findings are submitted and reviewed, the government said it would refrain from drawing conclusions.

News Broadcasting

Rajat Sharma defamation row: Delhi court summons Congress leaders Ragini Nayak, Pawan Khera and Jairam Ramesh

Published

5 days ago

February 4, 2026

indiantelevision.com Team

NEW DELHI: A Delhi court has ordered the summoning of senior Congress leaders Ragini Nayak, Pawan Khera and Jairam Ramesh in a criminal case filed by veteran journalist Rajat Sharma, sharpening a legal battle over alleged defamation and doctored digital content.

The order was passed on Monday by Devanshi Janmeja, judicial magistrate first class at Saket Courts, after the court found prima facie grounds to proceed under multiple sections of the Indian Penal Code, including forgery, creation of false electronic records and defamation.

Sharma, chairman and editor-in-chief of India TV, had approached the court over allegations made in June 2024 that he had used derogatory language against Congress spokesperson Ragini Nayak during a live television debate. He denied the charge, claiming it was fuelled by a manipulated video circulated online.

According to the complaint, a clipped version of the broadcast carrying superimposed captions, which were not part of the original programme, was first shared on social media platform X by Nayak and later amplified through retweets and public statements by Khera and Ramesh. Sharma said the viral spread caused serious reputational harm and personal distress.

The court took note of forensic science laboratory findings that pointed to visible post-production alterations in the video, including added titles and captions. It also cited witness testimonies from those present during the live broadcast, who stated that no abusive or objectionable language had been used.

In a related civil matter, the Delhi High Court had earlier observed a prima facie absence of abusive remarks and directed the removal of the disputed social media posts.

With criminal proceedings now set in motion, the case adds to mounting scrutiny around political messaging, digital manipulation and accountability on social media platforms.

News Broadcasting

Mukesh Ambani, Larry Fink come together for CNBC-TV18 exclusive

Reliance and BlackRock chiefs map the future of investing as global capital eyes India

Published

5 days ago

February 4, 2026

indiantelevision.com Team

MUMBAI: India’s capital story takes centre stage today as Mukesh Ambani and Larry Fink sit down for a rare joint television conversation, bringing together two of the most powerful voices in global business at a moment of economic churn and opportunity.

The Reliance Industries chief and the BlackRock boss will speak with Shereen Bhan, managing editor of CNBC-TV18, in an exclusive interaction airing from 3:00 pm on February 4. The timing is deliberate. Geopolitics are tense, technology is disruptive and capital is choosier. India, meanwhile, is pitching itself as a long-term bet.

The pairing is symbolic. Reliance straddles energy transition, digital infrastructure and consumer growth in the world’s fastest-expanding major economy. BlackRock, the world’s largest asset manager, oversees more than $14 tn in assets and sits at the nerve centre of global capital flows. When the two talk, markets tend to listen.

Fink’s appearance marks his third India visit, a signal of the country’s rising strategic weight for the Wall Street-listed firm, which carries a market value above $177 bn. His earlier 2023 trips included an October stop in New Delhi, where he met both Ambani and Narendra Modi.

India is now central to BlackRock’s expansion plans, notably through its joint venture with Jio Financial Services. Announced in July 2023, the 50:50 venture, JioBlackRock, commits up to $150 mn each from the partners to build a digital-first asset-management platform aimed at India’s swelling investor class.

The backdrop is robust. BlackRock ended 2025 with record assets under management of $14.04 tn, helped by $698 bn in net inflows, including $342 bn in the fourth quarter alone. Scale gives Fink both heft and a long lens on where money is moving.

He has been openly bullish on India. At the Saudi-US Investment Summit in Riyadh last year, Fink argued that the “fog of global uncertainty is lifting”, with capital returning to dynamic markets such as India, drawn by reforms, demographics and durable return potential.

Expect the conversation to range beyond balance sheets, into technology’s role in finance, access to capital and the mechanics of sustainable growth in a fracturing world order. For investors and policymakers alike, it is a snapshot of how big money is thinking about India.

At a time when capital is cautious and growth is contested, India wants to be the exception. When Ambani and Fink share a stage, it is less a chat and more a signal. The world’s money is still looking for its next big story, and India intends to be it.