Microsoft Entertainment & Devices Division has announced a strategic tie-up with MTV Networks India, in which MTV will develop unique programming content for Xbox 360 across its three channels in India – MTV, Vh1 and Nick – thereby engaging, entertaining and educating gaming enthusiasts and the uninitiated across all age groups.
This tie-up also marks the launch of MTV Networks’ ‘Viacom Brand Solutions’ in India, which offers customised, integrated marketing solutions for brands to connect with their audiences in a manner that’s innovative and relevant.
Elaborating on the partnership, Mohit Anand, Country Manager, Microsoft Entertainment and Devices Division, India, said, “Xbox 360 is the most advanced games and entertainment system on the planet. We are delighted to extend the global partnership with MTV in India and look forward to delivering an unmatchable gaming experience. MTV embodies the youthful spirit of Xbox 360 and is uniquely positioned for reaching out to the young gamers across the country.”
He further said, “We will be launching 25 titles at the launch, and 160 titles will be launched next year. We are coming out with an attractive finance scheme for consumers in 10 days’ time. We are also excited to announce the India launch of games and accessories on the Xbox 360.”
Speaking on the partnership, Amit Jain, Managing Director, MTV Networks India, and Executive Vice-President, MTV Networks Asia, said, “This tie-up not only marks the coming together of two brands that play a significant role in the lives of youth, but also of two of their biggest passions – gaming and television entertainment.”
“There is no revenue sharing between Microsoft and MTV. The advantage of the tie-up is that we have same target audience, which is 10-35 years old. MTV will be part of the marketing communications and events of Microsoft,” he added.
Starting September 23, MTV Networks channels will offer exciting content for gaming enthusiasts as well as those who have always wanted to learn more about gaming ranging from exclusively developed shows to infomercials or Video-Mods, which are being introduced for the first time in India.
There will be a specially developed 105-second thematic spot on MTV - ‘POROK’, a half-hour special programme on technology, gadgets and gaming, ‘Tech Check’. For the gaming-inspired, Vh1 will launch a unique infomercial - ‘Gamers Grammar’. For kids, Nick will include a special section ‘Jimmy’s Techno Tips’ on one of its popular shows – ‘Jimmy Neutron’. Nick will also launch vignettes on gaming – ‘Vox Pops’ and ‘X Factor’.