MTV plans more content to fight in the youth genre

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(02 September 2011 7:35 pm)

MUMBAI: After the success of Coke Studio, youth channel MTV is planning to spruce up its reality and other content to fight in the cluttered and competitive genre.

The channel is first getting its iconic international music property, Unplugged, to India. The franchise initially started in 1989 and has featured artists right from Eric Clapton, Paul McCartney, Mariah Carey, Nirvana, Bob Dylan, and Oasis to Katy Perry, Alicia Keys and the likes in a span of two decades.

The show, ‘Micromax Mtv Unplugged’ will premiere on 1 October, Saturday, at 8 pm on MTV India.

The channel will also re-launch MTV Luv Reels, the made for TV movies under MTV Films. By mid-September, the channel will ready with the three movies.

By end-September, MTV will launch another reality show – MF101, a one of its kind reality show, where four boys live fantasies… nobody fights, nobody bitches, nobody backstabs, nobody plots, and there is no bad blood, there is no conspiracy, there are no tasks, there is no competition, no enmity, it's just four boys living the good life and having a great time. Guided throughout by an elusive yet sexy angel who they've never met, they race cars, ride bikes, travel on yachts, go on a road trip and possibly every other thing any red-blooded man wants.

The channel, which is airing MTV Roadies Battleground at present, is also preparing to launch the next season of its biggest property, MTV Roadies. This time Roadies will travel to America, a top executive said.

“There is lot of exciting new stuff lined up on MTV…,” MTV India channel head Aditya Swamy said. “We have Unplugged, Luv Reels, MF101 and Roadies all in pipeline. We are a youth destination and will keep our commitment of bringing the best of music and non-music properties.”

The channel, which had earlier decreased its music quotient, has once again got its focus on the “M” of MTV and is now experimenting with the "other than Bollywood" music as well. “Coke Studio was one effort to get the artists on one stage. Unplugged is another initiative which shows that M will always be at the heart of MTV. Music in its purest form is when it is acoustic, pure and soulful…no remix, no electrics. The artists, the songs, the setting and even the instruments have been carefully handpicked to give a rich musical experience. Unplugged will be driven by a multi media distribution and marketing programme to give fans a chance to always be within arm’s reach of this unique content,” Swamy said.
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