Top Story

e4m_logo.png

Home >> Media - TV >> Article

MTV’s launches ‘kick ass’ morning show

31-March-2007
Font Size   16
MTV’s launches ‘kick ass’ morning show

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.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign