MTV takes Roadies to USA

MTV is set to launch the 9th season of reality show Roadies in America. The channel is doing a 360-degree marketing strategy for the show.

e4m by Suraj Ramnath
Updated: Jan 4, 2012 9:40 AM
MTV takes Roadies to USA

Popular reality show, MTV Hero Roadies, is back with season 9 and this time it’s going to the United States of America. The show is set to hit the television screens on 7th January 2012, 7 pm, on MTV.

This year, MTV Hero Roadies will explore the locales of America and challenge the contestants with some nerve racking and challenging tasks, which promises to be even more deadly than the previous seasons with the likes of Raghu, Rajiv and Rannvijay as they embark on a journey for their quest of an ultimate Roadie.

This season introduces the show with the motto, ‘Everything or Nothing’ and the contestants will participate in each task with vigor and valor to earn their spot in the series. Each Roadie will have to be prepared to give more than a hundred percent, hustle, and fight with every challenged thrown at them.

Commenting on the marketing strategy for Roadies 9, Aditya Swamy, EVP & Business Head, MTV India, said, “We have done a 360-degree marketing strategy for the show. The advertisements can be seen across our entire TV network. With that, we have also done outdoor advertising and also targeted the digital platform as this is the biggest launch for us right now. We have around three million likes on Facebook and 10 million viewerships on YouTube, so we have done quite a bit on the digital platform.”

Commenting on why America was the chosen destination this time, Swamy added, “We have pretty much traveled all around the world - Australia, Africa and now USA. There has no show been done in America till now, so we decided to do Roadies there. You have death valleys and a lot of adventurous places in USA which will make it very exciting for the contestants.

Commenting on the auditions for the show, Swamy divulged, “For Roadies 9, more than 50,000 contestants came for the auditions held in different cities like New Delhi, Chandigarh, Pune, Kolkata and Hyderabad.”

Over the next few weeks, MTV will take you through the auditions for the 9th season of MTV Hero Roadies in the cities of Chandigarh, Pune, Kolkata and Hyderabad. The premiere episode will start with New Delhi auditions and some nail biting moments and drama will keep the viewers surely glued to their television screens.


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