MTV adds to reality line-up with ‘Captain’s Shack’

MTV adds to reality line-up with ‘Captain’s Shack’

Author | exchange4media News Service | Friday, Feb 17,2012 7:24 AM

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MTV adds to reality line-up with ‘Captain’s Shack’

After ‘Roadies 9’, MTV has got another reality show in its programme bouquet - ‘Captain’s Shack’. The weekly show goes on air from today at 7 pm and will be aired every Friday.

The show is being shot in one of the beaches in Goa. The show would be about the fifteen contestants who would be given a shack to run and these contestants would have to make it most happening beach restaurant of Goa right from shopping for raw material, cooking, mixing cocktails, serving the guests and managing accounts. Apart from that, these contestants would also need to survive the dangerous plotting and conspiracy done by the fellow contestants to emerge as the winners.

Commenting on the marketing strategy of the show, Aditya Swamy, EVP & Business Head, MTV India said, “We have created a beach environment with Shack’s in the malls across the country for the people to get the feel of what the show is going to be. With that, we are doing print advertising, have partnership with PVR and also promoting through radio platform which will boost the awareness of the show. We are using our network channels like Comedy Central, Vh1 etc to promote the show and the promotions have been made by in-house agency. There is a lot of chatter happening on social media sites like Twitter and also have ads and video on our MTV website”

Swamy added, “Captain’s Shack is a unique concept all together which has a restaurant on the beach. Today the youngsters are smarter and are looking for an alternative career and what can be better than running a shack at Goa? It has fun, music and parties. Even fun is a tough job. The winner gets to run the shack for one entire season.”

He further said that the show was targeted at the age group of 25 years and above as MTV was generally consumed by the younger audience.

MTV diverting from music?
Swamy further added, “We have been doing a lot of music shows like MTV Unplugged, Independence Rock, MTV Routes and Coke Studio at MTV with that we have now come up with Roadies 9, Splitsvilla will go on air and now Captain’s Shack. We are also launching a new music show in April. So we are certainly not diverting but keeping a good mix of content for our viewers.”

There would be repeat telecast of ‘Captain’s Shack’ at 11 pm. The show would have a total of 12 episodes.
 

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