MTV is all set to launch the third edition of Coke Studio@MTV in August 2013. It may be recalled that the first two seasons of Coke Studio@MTV brought a confluence of diverse musical genres – both vocal and instrumental, from traditional to contemporary, and from regional to folk – to celebrate India’s diversity.
According to Aditya Swamy, EVP and Business Head, MTV India, the primary objective would be to get the content out and successfully disseminate the content. Adding further, Swamy stated, “We want to make sure that the content is not more than an arm’s reach of our target audience group. We want the content to actually build interest. Also, since our channel feed is available across 35 countries, we want the content to travel across and break the language barriers.”
The channel would be undertaking a multi-platform approach for the same. Since music is consumed significantly on the digital platform, the content would be available extensively across media platforms such as iTunes, Nokia Store, a majority of the music streaming portals, as well as on YouTube, Twitter, Facebook, etc. The primary objective is to use the different media platforms effectively to create surround sound. Apart from the digital platform, the channel would be launching promos on all the leading channels as well as across the Viacom18 Network bouquet of channels.
Programming and content strategy
Elaborating on the content strategy, Swamy, stated, “With Season 3, we are looking to stretch the boundaries on experimentation and collaboration to create songs that will make our listeners proud of our country’s rich musical landscape. We had created over 100 songs and worked with more than 300 artists across every possible genre in the first two seasons.”
Swamy believes that the show is about the interpretation of the same idea in different ways, that is, one idea executed differently with eight producers. It is about a controlled input, but the output can’t be predicted and is always experimental.
Season 3 of the property, which consists of eight episodes, will be produced by different producers, which would entail a different sound across every episode. The latest season will comprise of a line-up of talented music producers such as AR Rahman, Amit Trivedi, Ram Sampath, Salim, Clinton Cerejo and Hitesh Sonik.
The eighth episode would present young musicians with an opportunity to take their music to a large audience, hence, this episode will see six young artists produce one song each.
The new season will also see the winners of the Leap Frog to Coke Studio@MTV winners, WinitTickoo, a Mumbai-based band feature in the eighth, multi-producer episode.
Over the past two seasons, Coke Studio has claimed to have got around 70 million viewers on television, 15 million views across YouTube, website and social media, 1.9 million fans on Facebook, over 150,000 tweets, over 15 million downloads, 1 million plus audio streams, 15 live shows, and sold around 35,000 CDs.