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MTV launches 3 digital branded content properties

MUMBAI: Building its content on the web, youth entertainment and music channel MTV India has launched three digital branded content properties starting today.

Ceat MTV ChaseAfter ‘Nano Drive with MTV’ clocked around 11 million visits on the website, the channel has brought back another of its popular branded property ‘Ceat MTV Chase the Monsoon’.

Besides that, the brand is also adding two shows namely ‘Philips MTV Bachelor Pad’ and ‘MTV The Look’. All these shows will be showcased on MTV’s website and will also be promoted extensively through their dedicated Facebook fan pages and MTV’s social media presence.

Philips MTV Bachelor PadWhile ‘MTV The Look’ can broadly be called a style show for hair care, ‘Ceat MTV Chase the Monsoon’ is a reality show and ‘Philips MTV Bachelor Pad’ is the channel’s experiment with fiction on the web.

Creating digital branded content since the last four years, the channel follows the philosophy that as the content becomes more platform agnostic, advertising on secondary platforms becomes a little redundant. People don’t want to sit through an ad before the video begins. But the evolution of video consumption has also led to a lot happening in the video advertising space.

MTV India digital head Eklavya Bhattacharya said, “Digital branded content is something we started nearly four years back and now we are working with a lot of brands and partners. We are really excited about the launch of three such properties and each is a unique format. We have always focused on offering a mix of good programming content to our digital viewers and this time it’s no different.”

The second edition of ‘Chase the Monsoon’ will see four teams of eight riders who will be riding through harsh conditions through challenging roads. This year’s journey takes the riders from the driest place of the country Kutch to the wettest place in the country, Cheerapunji.

Meanwhile, the fiction show ‘Bachelor Pad’ is about five goofy roommates battling the basics. The series is made up of 16 webisodes and takes viewers on a journey through the lives of five youngsters living in a cool bachelor pad in Mumbai. The show focuses on how they live their lives and the issues with the city.

Philips MTV The Look‘The Look’ is targeted at audiences who have been ahead of the style curve. It is a property that keeps their hair woes at bay. Exclusively for female audiences, the show will have short webisodes centred on women’s hairstyles and it will help them to get the perfect hair-do.