MTV Forays Into Digital Only Shows, Moves Beyond Music & TV
MTV has always been one of the most digitally inclined and digital savvy channels in India. This has been illustrated in the past by their tie up with orkut and their promotion via social media for various shows. They also announced spliting revenues with twitter and facebook as well as partnered with facebook to integrate facebook connect.
Now MTV has taken all these initiative a step further and done two distinct things. One it has officially dropped ‘Music Television’ from its name which is boldly stating that its a youth channel and more than just music. Second it has launched 4 news shows 3 out of which will solely be distributed via the digital platform.
The shows are MTV Rant, MTV What the Hack, MTV Acting Classes and Nuon MTV Making the Cut and MTV Rant will premiere only on mobile phones, while MTV What the Hack a show on hacking will be aired on the web and lastly MTV Acting Classes will premiere on its voice portal on 5056882 on mobile.
This move by MTV comes directly after the revamp and relaunch by old time competitor Channel V who has also got active on the social media scene in India and launched several initiatives via facebook and twitter.
Offlate a lot of TV channels be it news or entertainment are integrating online and social media elements into their programming and this step by MTV points to the fact that the future of entertainment is digital and digital integration cannot be avoided.
The channel is promoting the change on-air across its network channels, apart from youth websites. For its new shows, the channel will undertake radio and below-the-line activities. There will be a contest on the channel to spot the change on-air and give away prizes. However, the tagline, It’s My MTV, will stay.
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