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MTV Unplugged joins simulcast bandwagon

28-September-2012
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MTV Unplugged joins simulcast bandwagon

After the first innings of 'MTV Unplugged', the channel is all set to launch the second season. It will feature musicians, with each episode having one singer deliver pure acoustic renditions of their famous songs. The show will have ‘Mega artists, mega hits’ as its theme and would be aired on the 8PM prime time slot on Saturday.

According to Aditya Swamy, EVP and Business Head, MTV India, marketing is dependent on a strong distribution platform and he believes that it is important to choose various media platforms in order to connect to a broader set of audience.

Building on this, the channel has chosen different media platforms to leverage the content of the show. The new season would be simulcast across ‘Colors’, ‘Colors HD’ within the network as well as on the radio station ‘Fever’.

Commenting on the rationale behind the simulcast, Swamy stated, “There are pros and cons to simulcast and hence, it is necessary to choose a show accordingly. The decision to simulcast this show is aimed at increasing the touch-points and attracting new viewers who would be able to try the show and come back for repeat viewing.”

Apart from the television platform, the channel would be promoting its content across music sharing stores such as Napster, i-tunes, for people who consume content online. The channel also has planned fourteen concerts across cities such as Pune, Jaipur, Chandigarh, Shillong, Hyderabad, in addition to the metros. Also, the show will make its presence felt on mtvindia.com and several music sharing sites in addition to social media platforms such as Facebook, YouTube, Twitter, etc. which would play an important role in marketing and promotions of the show.

The channel has lined up Royal Stag, HTC, Vodafone, Tissot and Tata Nano as the sponsors. According to Swami, a lot of brands today are looking for active participating in addition to sponsoring a particular show as they feel that they want to do something for music. Hence, brands such as Vodafone is operating the mobile package, Royal stag is operating the live shows, etc. “Today, brands also believe that music is a great way to connect to the audience. In turn these activities help bring values beyond the financial aspect to make the property better,” added Swamy.

The latest season of ‘MTV Unplugged’ would see a line-up of talented artists such as AR Rahman, Kailasa, Sunidhi Chauhan, Shafqat Amanat Ali, Lucky Ali, Ash King, Agnee and Indus Creed. The show is expected to go on air in the first week of November.

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