It’s an all-new MTV beginning July 21, 2007. At the time when the joint venture between Viacom and TV 18 -- Viacom-18 -- was created, top officials from both organisations indicated that Viacom-18’s first focus would be on revamping existing businesses, and on the movies and then on the proposed new ventures from the channel like the general entertainment channel, and so on.
One of the first steps in the revamping exercise has already taken off with MTV being relaunched in India. The last relaunch was seen when MTV had decided to turn ‘desi’ and go Hindi in 1996. Even as this latest revamp comes after the formation of the JV, Amit Jain, EVP & MD, MTV Networks--India, China & SEA, informed that the plans on this had begun as early as mid-2006, when the research, based on which these changes were made, kicked off.
The relaunch sees a change in the baseline from ‘MTV Enjoy’ to ‘It is MY MTV’. The idea is to reflect the generation today that MTV classifies as ‘My Generation’. This idea would be taken across all MTV products like the MTV website, the apparel stores and all MTV communication, beginning from business cards to the mass media messages. One of the key objectives is to include user-generated inputs in content, channel branding and communication.
This evolution in positioning of the channel will be seen in the channel’s look and feel, and the packaging with ‘disorderly chaos’ at the core of the channel. Changes would also be seen in all the existing shows as well as the new shows that the channel would be launching soon like its international property ‘Becoming’, which comes in India as ‘i Superstar’, and Roadies 5.0, where the show for the first time goes out of India.
Some of the new small format shows include Crazysexycool.com, MTV It Sucks, Eat This: MTV Weird Food Guide, MTV Love Bytes, MTV Wear Their Skin. There are new VJs also as part of the relaunch, and there would be a clear positioning of the current VJs of the channel.
MTV has also taken the idea of user-generated inputs to marketing by handing out blank MTV logos on various public joints, sending them to students and even to celebrities, to fill in what they perceive MTV as. These logos would be used on the channel.
Mtvindia.com has been refaced, and in the MTV apparel, the in-store environment, the messages on MTV gears, the classification of the kinds of clothes available -- all undergo changes to match the new MTV India.