MTV India was primarily known for music, comedy, spoofs and “Fully Faltoo” attitude. The team of Cyrus Oshirdar (creative and content), Cyrus Broucha and Cyrus Sahukar was giving its viewers a “no-tension” dose of comedy and music.
In 2007, Viacom and Network18 got together to create a joint venture. What followed was the redrawing of the roadmap for MTV. The positioning changed and music became shorter in line with its new image of being a youth entertainment channel.
The man in charge of this content revamp was Ashish Patil as he churned out shows that would stand the new look – Its My MTV. From Fully Faltoo to Kick Ass and from Bakra to Splitsvilla, MTV has scored points in segmenting, targeting and positioning for the youth.
The channel has also extended its wings in the US, New Zealand and Australia.
In an interview with Indiantelevision.com’s Gaurav Laghate, MTV India GM and senior VP creative and content Patil says that the game has just started.
Excerpts: |
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Is the ongoing producer-plex owner's tussle affecting MTV as there is no new music release to lap up for content? |
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Why are you going less on music and more on non-music content? |
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What was the need for this change in identity?
And so far as the business goes, the music pie is limiting. Music as a commodity is playing everywhere; so eyeballs are limiting and revenues have hit a ceiling. |
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Even the market leader in the music channel genre had to change? |
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So what is the new positioning of MTV? |
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How will you describe your TG?
This target audience is very fickle and impatient. If they don't like something, they have multiple options to switch over to. And anything that catches youth eyeballs is competition for me. Be it malls, gizmos, movies, mobiles, ipods, internet, etc. |
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So that is why you are making your presence felt on internet and other space? |
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But don't you think some of the content is not fit for small towns, or non-metros? |
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Is your programming strategy confined to unlicensed thrill, living on edge and speed?
So my aim is to cater to all the needs of my TG. We are now building on our franchise. Earlier I had only Roadies as a fixed offering on Saturdays at 7 pm. Now I have shifted it to Sundays and got the highest opening for Splitsvilla season 2 on Saturdays. |
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So you mean you are now getting appointment viewing? Absolutely. As I said, earlier we used to launch shows on Saturdays at 7 pm band. I had a great following there, courtesy Roadies. It was a gamble when I shifted it to Sundays, but it did well for us. Now I have viewers for Saturday as well as Sunday. Also, in December, I launched Haven @ 7 on weekdays. So I am taking baby steps to get more viewer attention. I am already getting more viewership than many general entertainment channels (GECs). |
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So what are the plans ahead? |
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How has the JV between Viacom and Network18 helped in MTV's growth in India?
Also, both (Viacom and Network18), as players, are front-foot batsmen. It has put our transition in the fourth gear. Our efficiency has increased and so has our brand value, distribution, marketing, headcount and infrastructure. |
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Have we seen MTV's revenues grow over the last couple of years?
Ad sales accounts for 65 per cent of our revenues, of which 5 per cent comes from international clients. Around 15 per cent comes from affiliates, which is also increasing. 15 per cent comes from Viacom Brand Solutions (client lead stuff, events and advertiser funded programming) like The Fast and The Gorgeorus, Stunt Mania etc. The remaining 5 per cent comes from L&M and movie previews (Ghajini).
Also, we are opening up supplementary revenue streams through mobile, web, and even through ticker. Our ticker has a fan community on social networking sites and advertisers want to be there. |
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