MTV’s Unplugged season 2 to be aired on Colors as well

[Bapun]

MUMBAI: Music and youth entertainment channel MTV is extending its musical franchise 'MTV Unplugged' through a dual telecast of the property on its sister channel Colors.

The show’s second season, which kickstarts on 3 November, will be aired on Saturdays at 8 pm and Sundays at noon on MTV. The time slot on Colors is yet to be decided, said Colors CEO Raj Nayak.

MTV Unplugged will also be aired on radio through Fever FM. MTV’s other music property, Coke Studio’s second season, also had a dual telecast on Doordarshan.


MTV EVP and business head Aditya Swamy said, “This time around, the focus is not so much on marketing but on distributing the property to a larger segment of the audience. By telecasting the show on Colors and Fever, we hope to widen the audience reach.”

MTV is currently positioned as a multi-platform and multi-dimensional channel which has different faces at different times. "So with 'Roadies' and Splitsvilla, we have a reality show face. With 'Rush' and 'Bring it on', we have a TV series face. Our music face is through properties like Coke Studio, Roots, Unplugged and Sound Tripping,” said Swamy.

The title sponsor for the show is Royal Stag. Other sponsors include HTC, Vodafone and Tissot. As part of its marketing initiatives, the show will be promoted on air by Fever FM by RJ’s and through contests.

“We will be doing 14 live shows in the top youth and markets of the country. We have also got major labels like Sony and Universal on board for the CDs and DVDs. On the digital front too, we have associated with entities like iTunes, Napster and Nokia Music Store.,” Swamy said.

Sixty seven per cent of the property’s ad revenue will come from sponsorship while 33 per cent will be from spot buys.


The landscape of the music channel space has changed considerably over the past few years with the leading channels like MTV and Channel V shifting their positioning to youth entertainment channels. While MTV has done this on a global scale, Swamy says that India is not really different from the rest of the world.

“The youth is becoming exposed to a lot of global elements today and India is not so different in this space as compared to the rest of the world. The game, though, has changed. For example, earlier we kept the biggest and most popular artist for last. But now, we are launching the show’s second season with the A R Rehman episode,” he explained.

MTV Unplugged season two comprises 10 episodes where artists perform acoustic version of their numbers without the support of any electronic devices. This season, the show is curated by Ranjit Barot and will see participation from artists like AR Rehman, Kailasa, Sunidhi Chauhan, Lucky Ali, Indus Creed, Agnee, Ash King and Shafqat Amanat Ali.

Indiantelevision.com > News Headlines > MTV’s Unplugged season 2 to be aired on Colors as well

 

[mmadhankumar]

MTV, Colors & Colors HD to simulcast MTV Unplugged

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After the first innings of 'MTV Unplugged', the channel is all set to launch the second season. It will feature musicians, with each episode having one singer deliver pure acoustic renditions of their famous songs. The show will have ‘Mega artists, mega hits’ as its theme and would be aired on the 8PM prime time slot on Saturday.

According to Aditya Swamy, EVP and Business Head, MTV India, marketing is dependent on a strong distribution platform and he believes that it is important to choose various media platforms in order to connect to a broader set of audience.

Building on this, the channel has chosen different media platforms to leverage the content of the show. The new season would be simulcast across ‘Colors’, ‘Colors HD’ within the network as well as on the radio station ‘Fever’.

Commenting on the rationale behind the simulcast, Swamy stated, “There are pros and cons to simulcast and hence, it is necessary to choose a show accordingly. The decision to simulcast this show is aimed at increasing the touch-points and attracting new viewers who would be able to try the show and come back for repeat viewing.”

Apart from the television platform, the channel would be promoting its content across music sharing stores such as Napster, i-tunes, for people who consume content online. The channel also has planned fourteen concerts across cities such as Pune, Jaipur, Chandigarh, Shillong, Hyderabad, in addition to the metros. Also, the show will make its presence felt on mtvindia.com and several music sharing sites in addition to social media platforms such as Facebook, YouTube, Twitter, etc. which would play an important role in marketing and promotions of the show.

The channel has lined up Royal Stag, HTC, Vodafone, Tissot and Tata Nano as the sponsors. According to Swami, a lot of brands today are looking for active participating in addition to sponsoring a particular show as they feel that they want to do something for music. Hence, brands such as Vodafone is operating the mobile package, Royal stag is operating the live shows, etc. “Today, brands also believe that music is a great way to connect to the audience. In turn these activities help bring values beyond the financial aspect to make the property better,” added Swamy.

The latest season of ‘MTV Unplugged’ would see a line-up of talented artists such as AR Rahman, Kailasa, Sunidhi Chauhan, Shafqat Amanat Ali, Lucky Ali, Ash King, Agnee and Indus Creed. The show is expected to go on air in the first week of November.



Via e4m

 

[Bapun]

RE: MTV, Colors & Colors HD to simulcast MTV Unplugged

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[mmadhankumar]

RE: MTV, Colors & Colors HD to simulcast MTV Unplugged

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