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MTV’s CAT to generate celebrity-focussed content

25-October-2008
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MTV’s CAT to generate celebrity-focussed content

MTV has set up a new team and division, CAT (Celebrity Content, Acquisitions and Talent), which aims to leverage the channel’s existing celebrity and industry relationships to newer heights. The focus would be to make MTV a single destination for all celebrities and talent, and not just a Bollywood and Pop platform.

According to a statement issued by MTV, the division would be headed by Prakash Nair, Associate Vice President, CAT. Nair began his career in 1995 with Times FM as Regional Programming Manager. He made the shift to MTV programming in 1998 and eventually moved on to head the programming, acquisitions and talent artist relations division. The CAT team’s role would be to deliver fresh content daily to its targeted youth audience, enable properties that become franchises, drive up glam, freshness and topicality on the channel.

The official statement further stated that MTV would kickstart this new division with a seven-part ‘quasi-reality’ mini-series to be aired from November 2-7 at 7:30 pm. The mini-series will feature all the stars of the forthcoming movie ‘Dostana’, starring Abhishek Bachchan, John Abraham, Priyanka Chopra and Bobby Deol.

The second project by CAT division would be ‘MTV Fabulous Lives’, a 13-part series that would showcase celebrities like the Bachchans, Vijay Mallya, Shah Rukh Khan, and Anil Ambani, among others. Each episode will include opinions, bytes of experts and people associated with the celebrity featured in that episode – from media experts, fashion experts, columnists, the celebrities’ closest friends, home designers, car designers, etc. This initiative will go on air from November 15.

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