MTV records 700mn views and 3.67bn minutes of viewership in H1 2019
Along with print and television promotions, the channel will focus on digital integrations such as crowdsourcing the MTV Swagtantra Rap for Independence Day
MTV has recorded 700 million views and 3.67 billion minutes of viewership in H1 2019, across TV and VOOT platforms.
From discovering the complexities of relationships in MTV Splitsvilla 12 or learning to fight one’s own insecurities in Ace of Space to now creating the country’s first hip-hop talent with Hustle, MTV has placed youngsters’ entertainment and interests at the forefront, rightfully owning the position of being India’s #1 youth brand.
Speaking about MTV’s performance in H1 2019, Ferzad Palia, Head – Youth, Music and English Entertainment, Viacom18, said: “MTV is the definitive leader for youth content in India with 700 million views and 3.67 billion minutes of viewership in H1 2019, cumulatively on TV and VOOT. The first half of 2019 also saw us winning big at prestigious platforms such as Promax Asia, Goafest Abby Awards and Indian Telly Awards, amongst others.”
Further elaborating on MTV’s new content line-up, he added: “Incorporating the learnings from our Youth Insights report, we are introducing unique concepts such as Hustle and imbibing novelties in successful properties like Splitsvilla and Ace of Space. Experimenting with the time slot, it’s also the first time that a marquee property like Hustle will be aired bi-weekly instead of once over the weekend.”
MTV Hustle will foster India’s hip-hop culture for the first time through television. As India’s first-ever rap reality show, MTV Hustle is being judged by hip hop artists Nucleya, Raja Kumari and Raftaar who will mentor and support the contestants. The show will witness 15 rap talents from across India, battle it out through gruelling training and competition to emerge as India’s biggest hip-hop star.
The show will air every Saturday and Sunday at 7pm from August 10.
In addition to print and television promotions, the channel will focus heavily on digital integrations such as crowdsourcing the MTV Swagtantra Rap for Independence Day, collaborate with participants to create raps on topics relevant to the youth, content pieces centred around rappers, campus connect events, etc. Another first will be a multi-city Hustle Cypher activation in Mumbai and Delhi. A 12-hour on-ground + Digital contest across 5 colleges + 1 public location will culminate into a mega on-ground event where 15 shortlisted rappers will be judged by the best Hip-Hop artists in India.
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