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Sony’s Fame Gurukul to get the MTV edge

09-July-2005
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Sony’s Fame Gurukul to get the MTV edge

In a unique initiative, Sony has tied up with MTV for its reality show, Fame Gurukul. The objective behind the tie-up is to offer interesting snippets to MTV viewers in a special capsule after every episode of Fame Gurukul on Sony, just in case they missed out on the real thing.

Interestingly, the episodes on MTV will show views of the near and dear ones of the shortlisted and eliminated contestants, apart from indicating who is in and who is out. The show will be known as Fame Gurukul@MTV.

According to Vikram Raizada, VP, Marketing, MTV, “The MTV show will provide a lot of insight on what’s going on in Fame Gurukul. This is an unique effort of programming and is a media tie-up that’s the first of its kind.”

While Fame Gurukul is aired on Sony Monday to Thursday between 8.30 pm and 9 pm, the MTV show will begin at 9 pm.

When asked whether Hindi would go down well with the MTV audience, Raizada explained, “From 1997, we have gone desi and the ratio of local to international content has been 70:30, respectively. Most of the softwares used are also essentially Hindi-based. So this makes sense.”

Whatever will be shown in the MTV episodes will complement the main show on Sony.

Dwelling further on the tie-up, Raizada explained, “MTV stands for constant innovation. It’s all about being fresh, cool and hip. Moreover, talent searches are of key importance to us. We started a talent hunt way back in 1997 with the famous VJ hunts. This way, we intend to provide a platform for talent to perform.”

“Don’t forget. The ‘M’ in MTV stands for music and since Fame Gurukul deals with music, the fit seems perfect,” Raizada pointed out.

While throwing light on the genres that MTV keeps exploring and developing, Raizada said that anything relevant for the youth would be a thrust area for MTV. He added that MTV would ensure that it had its finger on the pulse of youth and expressed that he was upbeat about the tie-up for Fame Gurukul.

While the tune-in for the MTV show will start from next week, the main show will start a week subsequent to that.

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