The new redefined MTV that premiered on July 21, 2007 has seen a change in the baseline from ‘MTV Enjoy’ to ‘It is My MTV’. The channel aims to be more interactive. As Ashish Patil, General Manager, MTV India, and Vice-President, Creative & Content, puts it, “It will be for the youth and by the youth.” Moreover, the channel plans to be more user-generated content driven.
The channel also sports a new logo that has been created taking into consideration views and interpretations of various cross-sections of its viewers, including Bollywood, students, designers, and artistes, among many others.
As part of an exciting ground activation entitled ‘What's your MTV?’, the channel got over 15,000 viewers sending their visual interpretations of brand MTV. Further, the most interesting looking logos will be handpicked and put on air along with the contributor’s picture making it their MTV.
Patil further said that this was Phase I and MTV was in the process of inviting more audience views and ideas. He added that there would be shows such as ‘Crazysexycool.com’, where the audience could come and share their views. Crazysexycool.com would be aired at 6.00 pm to 6.30 pm daily. However, it is not known when the show would go on air.
Further, www.mtvindia.com has been refaced as well with a personalised home page that greets each user with the message “It’s ‘user’s name’ MTV” and the user can decide what they want this home page to look like.
MTV will also soon be launching its digital music store, wherein users will be able to pay and download their favourite music. The store will stock over 15,000 songs – both Hindi and international.
Meanwhile, over the next one month, MTV plans to undertake a multi-media marketing campaign to reach out to its consumers across key markets that involves billboards in 10 cities to innovations on India’s top 10 online destinations to presence in youth hang-out joints to the radio.
Viacom-18 relaunches MTV in India; last relaunch was in 1996