Top Story

e4m_logo.png

Home >> Media - TV >> Article

MTV adopts multi-platform strategy for 'Coke Studio' Season 3

03-July-2013
Font Size   16
MTV adopts multi-platform strategy for 'Coke Studio' Season 3

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.
 

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

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...