Thakur
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MUMBAI: We don’t want the website to be an
extension of television, but want it to be a
separate entity, is what MTV India EVP and
business head Aditya Swamy plans for his
online properties. He believes that the
channel cannot ignore the platforms where the
youth is.
Catering to a segment called screenagers, the
channel is ready to offer a lot more in terms
of content.
Come 5 August, and the channel is back with
the second edition of MTV ‘Chase the Monsoon
- Driest to the Wettest’. CEAT continues to be
the title sponsor for the show.
This web reality programme fuelled by social
media is all about eight riders (two in a team)
who will for 21-days go on a road trip across
the country with a limited budget to explore
the sights, scenes and life during monsoons.
Like last year, the teams will have to share
their daily experiences on social media -
Pinterest, Vine and Instagram - to earn social
fuel which will help them increase their daily
budget. Apart from fuel generated through
interactions, the teams can also earn points
through various tasks.
With a focus on creating content which people
will love to consume and more importantly
share, MTV India digital head Ekalavya
Bhattacharya points out, “Our research
highlighted that bikers love riding for various
reasons, but most of these experiences are
linked to nature, food, culture, and heritage.”
These are the four themes which the teams will
pursue, this year.
What personally excites Bhattacharya this
season is the route from Kutch to Cherrapunji.
“It is going to be an experience which no one
will ever forget. It is also a route not many
bikers would have taken.”
With a tight budget of Rs 3,000 – Rs 6,000 per
day, the teams will have to manage fuel, food,
shelter and every other expense with it. “Often
this money runs out and that is when your
social skills come to the fore,” he adds.
It was last year that the channel first
experimented with web-based reality series.
The response then was not at par with that of
channel’s expectations even though it tried to
generate attraction through numerous
hashtags on Twitter, videos and content on its
Facebook page.
However, for this season, Bhattacharya is not
concerned about the engagement level, as he
believes the channel’s online attraction has
increased manifold over the past months. “The
show is social in its design and engagement is
least of an issue as of now.” http://www.indiantelevision.com/tel...b-series-chase-the-monsoon-back-on-mtv-140801
extension of television, but want it to be a
separate entity, is what MTV India EVP and
business head Aditya Swamy plans for his
online properties. He believes that the
channel cannot ignore the platforms where the
youth is.
Catering to a segment called screenagers, the
channel is ready to offer a lot more in terms
of content.
Come 5 August, and the channel is back with
the second edition of MTV ‘Chase the Monsoon
- Driest to the Wettest’. CEAT continues to be
the title sponsor for the show.
This web reality programme fuelled by social
media is all about eight riders (two in a team)
who will for 21-days go on a road trip across
the country with a limited budget to explore
the sights, scenes and life during monsoons.
Like last year, the teams will have to share
their daily experiences on social media -
Pinterest, Vine and Instagram - to earn social
fuel which will help them increase their daily
budget. Apart from fuel generated through
interactions, the teams can also earn points
through various tasks.
With a focus on creating content which people
will love to consume and more importantly
share, MTV India digital head Ekalavya
Bhattacharya points out, “Our research
highlighted that bikers love riding for various
reasons, but most of these experiences are
linked to nature, food, culture, and heritage.”
These are the four themes which the teams will
pursue, this year.
What personally excites Bhattacharya this
season is the route from Kutch to Cherrapunji.
“It is going to be an experience which no one
will ever forget. It is also a route not many
bikers would have taken.”
With a tight budget of Rs 3,000 – Rs 6,000 per
day, the teams will have to manage fuel, food,
shelter and every other expense with it. “Often
this money runs out and that is when your
social skills come to the fore,” he adds.
It was last year that the channel first
experimented with web-based reality series.
The response then was not at par with that of
channel’s expectations even though it tried to
generate attraction through numerous
hashtags on Twitter, videos and content on its
Facebook page.
However, for this season, Bhattacharya is not
concerned about the engagement level, as he
believes the channel’s online attraction has
increased manifold over the past months. “The
show is social in its design and engagement is
least of an issue as of now.” http://www.indiantelevision.com/tel...b-series-chase-the-monsoon-back-on-mtv-140801
