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MTV adapts itself around the GEC model; plans more long-format shows

07-April-2010
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MTV adapts itself around the GEC model; plans more long-format shows

MTV, the youth entertainment channel, is making noticeable content changes to appeal to its young TG. The channel has announced that it is going to focus on ‘scaling’ up in the year ahead.

After the success of its shows such as ‘Roadies’, ‘Splitsvilla’, ‘Stuntmania’ and ‘Rock On’, among others, the channel is planning to launch more long-format shows, which would appeal to the youth. For that, MTV intends to phase out its in-house production capabilities and move towards working more closely with external content and production companies. However, the short format shows will still continue to be produced internally.

Commenting on the development, Vikas Varma, Head - Creative and Content, Brand MTV, said, “Given our scale-up plans, it becomes imperative that we adapt ourselves around the GEC model, where we leverage the inherent creative and execution strengths of external production and content agencies.” He further said, “Our long-format shows have always drawn great response from the viewers and we plan to build on that strength even more, with some newer concepts.”

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