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MTV Channel Head Aditya Swamy on how social media is paying rich dividends

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MTV Channel Head Aditya Swamy on how social media is paying rich dividends

MTV has been trying out quite a few experimentations over the years – be it in content, promotions or initiatives. The channel had even aired Hindi movies. But what has worked out really well for the channel is its foray into the social media space. In a chat with exchange4emedia, MTV Channel Head Aditya Swamy talks about the channel’s growth, failures and everything in between.

Youth brand MTV has taken a conscious decision to engage its viewers beyond the television screen and has been seriously upping its content and engagement on other media such as online.

Recently, the Facebook fan page of MTV India crossed a million followers, reportedly surpassing that of other well-known Indian brands that are present on Facebook. To celebrate that, the channel decided to release the new Roadies song exclusively on Facebook.

Talking a bit more about this, Aditya Swamy said, “The song is by a band called Airport and we released the song exclusively on the Facebook page. The song was exclusively available on Facebook for 20 days before it started appearing on other media such as television.”

While this is the first time that the channel has taken such an initiative, it has been quite active on the social media for the last few years. For instance, the communities created by the channel had enjoyed quite a huge following on Orkut as well before people on those communities found their way to the channel’s Facebook page.

Besides social media, MTV is also constantly trying to experiment with its content. A recent example of this is that the channel has started airing popular international music again from 12 am to 2 am. Some time back, the channel had experimented with airing Hindi movies for a while, but that did not work out for the channel. As Swamy admitted, “We did see a spike in the numbers, but I felt that it didn’t justify what it was doing to the brand.”

Similarly, the channel also implemented India’s first ‘user generated’ film where the script, the director and the actors were all from the net. The channel selected the participants and the channel’s production team supervised this venture.

Meanwhile, the channel is also present on Twitter and is said to be followed by more than 150,000 people.


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