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MTV position itself as a complete entertainment solution for youth

15-March-2001
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MTV position itself as a complete entertainment solution for youth

Touch and feel the channel, shape perceptions and drive eyeballs to the channel-that's the three-dimensional marketing mantra that MTV follows in India. The channel touches life of youth everywhere they turn to-be it home, college, office or hangouts. MTV’s aim is to provide topical content which the youth in India wants.

In an interview Mr. Vikram Raizada, director, marketing MTV said: "Our marketing plan in India has a 360 degree dimension. We touch the life of youth everywhere they turn to-be it home, college, office or hangouts. Our aim is to provide topical content, which the youth in India wants. We are fairly successful in this attempt, without compromising our identity as a music channel.

MTV has positioned itself as a complete entertainment solution for youth with innovations like morning music, MTV dressing for colleges and offices, a Web site to browse through during working hours, MTV hang-outs for the evenings and back to the channel in the night. With these, MTV have a complete gamut of things that touch the life of youth 24 hours a day, seven days a week and 365 days a year.

The channel has been successfully promoted by an all-round marketing strategy with topical event-based programmes on the ground supported by promos in print and other media. MTV’s aim is to make the Indian youth participate in the event and identify with the channel.

Its with this in mind that the channel has been hosting events and shows like Dirt Busters, Bacardi Blast and War of the DJs.

The rating of the channel picked up significantly once it recast the content from a typical European one to 70:30 formula, where 70 per cent content is based on Indian themes and topics. This pushed the channel to top slot in the segment and with its quality and topical content MTV is not worried about competition.

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