MUMBAI: MTV Hero Roadies X - Mauka hai, ya dhokha hai will hit the television screens on 19 January and will be aired every Saturday 7 pm only on MTV.

The show which is in its tenth season sees a twist where Raghu will be challenged by the first Roadie ever Rannvijay. Both of them will have a team of eight Roadies each. While Raghu?s team will have contestants from the previous nine seasons of the show, Ranvijay?s crew will consist of new contestants selected from across the country.

MTV India EVP and business head Aditya Swamy, "As MTV Hero Roadies enters an epic 10th season, the game changes yet again. Expect the unexpected as friends turn into foes to put to test the basic premise of life. Politics or Performance."

This season the title of Roadies will be fought and won in India, the place where it all started ten years back. MTV Hero Roadies will see an ultimate face off between Raghu and Rannvijay where only the strongest will live to tell the tale in the beautiful locales of the North East.

MTV Hero Roadies producer Raghu Ram said, "This year Roadies completes a decade and I am excited that the season is finally airing on the television screen. This season the viewers are going to get to see a complete new concept, hard-hitting stunts and crazier contestants. In addition to this it?s going to be Rannvijay and I against each other, which definitely is going to turn out to be more exciting and thrilling than ever before."

Rannvijay added, "Raghu and I have always been a team. This is the first time that we will be competing against each other due to conflict of opinion. The decade season of MTV Roadies will be packed with excitement and thrill, like all other seasons. I am sure the fans of the show will enjoy and look forward to the season."

The title sponsor Hero Corp said, "Hero Corp Quote? "To celebrate the launch of this 10th season, MTV has launched a Roadies Anthem ?Jajabor? which means ?Traveler? in Assamese. The song has been written and sung by country?s young star and Assam?s heartthrob Papon. It also features powerful vocals from none other than Raghu Ram and captures the intensity of the North East, which is the backdrop for this season."

Mumbai: MTV is launching a new show titled ?MTV Rush? on 15 July. The 13-part series will air every Sunday at 7 pm.

Produced by Milind Soman?s Face Entertainment in association with Bijoy Nambiar?s Getaway films, the show?s title sponsor is Vodafone. It is created by Nambiar (director of ?Shaitan?).

The story revolves around 12 characters and the one common string - a college festival. The film will roll out in 13 episodes and every episode will focus on one character. The series will see cameo appearance by popular faces like Pratik Babar, Shruti Hassan and Javed Jaffrey.

The show will provide a dose of entertainment, drama, action and some nail biting moments.

MTV India EVP and business head Aditya Swamy said, ?MTV Rush is a fresh concept and will be relayed as a 13 part series. We are very lucky to have one of Bollywood?s new age and very talented Directors, Bejoy Nambiar associated with the series. One must see the movie to believe how he can weave 12 different stories into one smashing narrative.?

Nambiar said, ?Rush to me is a visual trip that significantly portrays the lives of 12 characters over a period of 48 hours. Set against the backdrop of a college fest, the concept goes beyond just stories, it is the rush of life changing incidents, harsh realities and crazy moments...it?s not just a show, it?s going to be the trip of your life.?

Vodafone India senior VP brand communication and insights Anuradha Agarwal said, ?Vodafone MTV Rush promises to be a one of its kind show on Indian television and we are happy to partner the brand new concept.?

MUMBAI: Bollywood music is slowly losing its charm among the youth and music channels as it does not bring any exclusivity or premium value. The main reason: similar content is also available on multiple platforms.

So does that mean that the viewer is no longer looking for the feel of FM radio in the visual space? Is this the reason behind Channel [V]?s latest announcement of doing away with music content completely?

The answer is yes. Bollywood Music has become a commodity and the players are not making the moolah.

So has Channel [V] taken a wise decision to move away from Bollywood music? Answers Channel [V] EVP and GM Prem Kamath, ?We didn?t want to be a commodity channel. We were working on this strategy since over two-and-a-half years and we built it in phases as the cost of original content is too high compared to music. But yes, we are making good progress as the time spent on the channel is too high and all our shows are getting good numbers.?

Last year, the whole youth and music genre got divided into two categories? pure play music channels and youth channels. However, it seems that now there will be four. There will be pure music, gossipy and news-based (Zoom, UTV Stars, E24), youth channels which also air music content (MTV, Bindass), and youth content channels (Channel [V]).

Explains MTV India EVP and business head Aditya Swamy, ?Music in itself has two different categories today. One is acquired music that is Bollywood and all the channels are just platform providers. The second is original music, upon which MTV is focusing more. With shows like Coke Studio, Sound Trippin, and Unplugged, we have created over 150 songs in the last one year. So there is definitely a market.?

These channels need to differentiate in a cluttered market. And by virtue of being a youth nation with 70 per cent youth population, all the channels have youth viewers. So the music channels claim to be youth channels in disguise, says a senior media executive.

Flarepath president Saurabh Kanwar, who has worked at both MTV and Channel [V], believes that music is harder to monetise as it is the same content. "It will, however, continue to survive on channels for some more time. What has changed today is that consumption of music videos has become an internet phenomenon. Ultimately, digital will change the way the channels air content in future. Having said that, original content is very expensive compared to music and it may work on branded platforms because of the legacy.?

But does that mean that music channels will not survive? 9X Media EVP Punit Pandey believes that there is enough market for both the genres to co-exist. ?Why then are so many pure play music channels launching if there is no scope? Our research shows that a viewer knows what he or she wants. If he wants music, he comes to music channels like ours. If he wants fiction or nonfiction shows, he goes to such channels. And monetisation is merely a reflection of performance.?

The genre has 19 players fighting over Rs 3.5-4 billion that they have to share amongst themselves a year as they generate 200-240 GRPs (gross rating points) on a weekly basis. This goes to explain their volatile nature.

Mumbai: MTV is launching the second season of its popular singing show Coke Studio@MTV in July.

In this season, the focus will be to showcase diversity and innovation through eight episodes, 12 producers and over 200 musicians.

As per the channel, the first season of CokeStudio@MTV had over 40 million viewers on MTV, seven lakh fans on Facebook, two million views on YouTube, 13,000 CDs and 15 live shows.

The first season of Coke Studio exemplified the melodious symphony of diverse genres of music ranging from famous Bollywood rhythms, traditional tunes and modern western to folk.

Says Coca-Cola India director ? Integrated marketing communications Wasim Basir, ?Season 2 promises to further amplify this magical experience for the music lovers by dwelling on ?pure? innovation to offer a musical concoction never heard before. Coke Studio is Coca-Cola?s unique point of view on music and an earnest endeavor to unite diverse musical genres, languages, artists and sounds, allowing the ?Happy? energy of Coca-Cola to bring people together. With the launch of the second season of Coke Studio in India, we continue with our quest to passionately refresh the world and ?Open Happiness? through the powerful platform of music."

Coke Studio@MTV Season 2 will see musicians from varied genres come together and collaborate to create original music.

The property will see independent, classical, folk EDM and popular artists combine their creative energies in a live performance. Every composition has been created exclusively for this project by experimental producers.

Says MTV India EVP and business head Aditya Swamy, ?Creating a platform to explore the many faces of music in India has been a truly rewarding experience for everyone involved and our desire is to bring India?s diverse music scene into the daily lives of young people. The most exciting part of this season is the making of over 40 original songs which has been a hugely creative and collaborative process."

Mumbai: Youth entertainment channel MTV is bringing back one of its popular properties ?Splitsvilla? in a wilder form.

Starting from 1 April, the fifth season of the show will air every Sunday at 7 pm. It is being presented by Fiama Di Wills and powered by Nescafe.

Aiming to show the wild side of love that is raw and edgy, the show will see participation of nine boys and nine girls, all vying for love with two irresistible rulers ? the king and the queen.

The theme for ?MTV Splitsvilla 5? is ?Love Gone Wild? and keeping in sync with the theme, the on-air campaign has chocolate sauce as a metaphor for blood. This depicts the very basic and carnal instincts of ?might? being always right.

MTV India EVP and channel head Aditya Swamy said, ?Splitsvilla is ?the? original romance reality show in India. Having rocked and shocked audiences in the last four seasons, this year we are going ?wild?. Young people of today are connecting with their raw side. It is this animal instinct that we are exploring in this season. Laws of the jungle will rule and only the strongest will survive."

The show will be hosted by VJ Nikhil Chinappa.

Said ITC head of marketing personal care products business Nilanjan Mukherjee, "Fiama Di Wills is delighted to present MTV?s iconic show, ?Splitsvilla?, this season. Fiama Di Wills personifies an achiever, who is young, vibrant and beautiful. The association is a perfect fit and an obvious decision given the concept which aptly defines Fiama Di Wills? sensibilities and the immense popularity of MTV Splitsvilla amongst the youth in India."