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.