MTV India has taken over the operations of MTVIndia.com—a joint venture between MTV Asia and Asiacontent. Mr. Alex Kuruvilla managing director, MTV Asia who will be responsible for all day-to-day operations, will now head the site. The erstwhile MTVIndia.com workforce numbering around ten, will now be part of the new set-up. The main objective behind this move is to make the site profitable by the end of 2001.
The costs incurred on MTVIndia will now be under control since it will be amortised on MTV. The company is also working towards becoming a player in hosting micro sites. There will be around ten sites across product categories over the next two to three months.
MTV India will handle the complete range of front-end and back-end operations for all these micro sites. The company is expected to initiate dialogue with potential partners over the next few weeks.
According to Mr. Kuruvilla, the site will look different in the next three months for which work is already underway. Eventually, the site is expected to be part of an integrated offer to the advertiser.