Top Story

e4m_logo.png

Home >> Media - TV >> Article

MTV beefs up Sunday with 'Time Out with Imam'

10-July-2013
Font Size   16
Share
MTV beefs up Sunday with 'Time Out with Imam'

MTV is all set to strengthen its Sunday prime time with new show ‘Time out with Imam – Ek Insaan, Kai Pehchaan’. The comedy reality series will comprise 13 episodes. It will premiere on July 14, 2013 on the 7PM time slot.

The show will be followed by Season two of ‘Sound Tripping’, which would be aired on the 8PM time slot, also from July 14, 2013. Both the launches come on the back of the channel’s recent launch ‘Splitsvilla Season 6’, which was introduced in the last week of May and is telecast on the 7PM time slot on Saturdays.

MTV will also be launching the third edition of ‘Coke Studio’ in August. The channel currently has 12 hours of music content. In addition to this, the channel dabbles between three to six hours of original programming.

Elaborating on the rationale behind the introduction of a new genre, Aditya Swamy, EVP and Business Head, MTV India said, “We are constantly looking to launch new and innovative formats. And this time, we open up a brand new genre – comedy reality. Young people are constantly looking for out of the ordinary entertainment and there is no one who is more out there than Imam. A total entertainer, who caught the fancy of the entire country, now has his very own show and everything about the show is surreal – the situations, the promos and even the marketing.”

The channel is launching an extensive 360-degree campaign to create a buzz about the show. In confluence with Imam’s personality, MTV will be promoting the show by joining hands with autowalas in Mumbai. Adding to the shock value, the entire city will be swarmed with 500 Imams all around them as autowalas and promoters will be seen wearing Imam masks.

The channel will also connect with its audience through the launch of a new app – Imamogram, which will help fans say something bold and cheeky to anyone they want with a personalised message delivered by Imam himself. The app has observed around 30, 000 downloads till date. The series will see real-time radio integration in an episode for the first time, shares the channel.

The channel will be promoting the series across the Viacom18 bouquet of channels as well. In addition, the show has been launched in association with Swipe ‘MTV Slash’ fablet.  

The 13-part series will document Imam’s journey as he shares his take on various high profile events that will be topical such as cricket, films, TV, music, fashion, etc. The show will also comprise a continuous flow of celebrities acquainted with Imam.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...