MTV has lunched ‘MTV Kick Ass Morning’, a new morning show that will debut on March 31. The show will commence with the early morning slot from 7 am to 11 am daily. It will focus on four H’s — Health, Horoscope, Humour and Hits.
Ashish Patil, VP, MTV, said, “The show is based on a deep consumer insight that when a viewer wakes up in the morning, there are either chances for him to listen/watch music or news. But for MTV’s audience, chances will be more likely for them to tune into music rather than news. So here we bring a show which will be completely dedicated to the viewers who long for good music at the start of the day.”
The Health section will feature VJs Anusha, Nikhil and Rannvijay giving 15 minutes of health tips. In the Humour section, the two Cyruses will be seen doing funny acts on Kung Fu, and showering witty insults on each other. For the Horoscope section, it will be a customised horoscope served digitally with an interactive way of connecting with the audience via SMS and emails. As for the Hits section, the show will air full length tracks on the latest and upcoming movies of Bollywood to keep the music essence live in the show.
From the research point of view, Patil informed that they underwent a consumer-centric research, which observed that many youngsters are obsessed with themselves. So it’s all about ‘I, me and myself’. He added, “Today, technology is a big driver for style. Mobile phones are more used for exuding style; chilling and flirting, rather than for its basic use. Bollywood music is becoming big and the audience believes in getting its choice of music in a ‘right here, right now’ manner. Humour is back in a big way and all that put together is ‘MTV Kick Ass Morning’.”
The show will be promoted through radio spots extending to Mumbai, Delhi and Bangalore, with the creative and media duties being handled by MTV.