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MTV’s long-format show ‘India’s Next Top Model 2’ lines up advertisers

MUMBAI: In line with its programming strategy of focusing on long-format shows, MTV India will launch the second season of ‘India’s Next Top Model’ on 10 July at 7 pm.

Ferzad Palia“We have been doing long-format shows for a while now, and we will continue doing so. Season 2 of ‘India’s Next Top Model’ is in keeping with that trend. However, we will keep airing music. Even if 60% of our content becomes non-music shows, we will still have 40% of music,” Viacom18 EVP and head of youth & English entertainment Ferzad Palia said.

Palia said that long-format shows make MTV stand out from several other channels that have always imitated MTV’s earlier music-oriented programmes.

“We have to differentiate ourselves from me-too imitators. We have long-format shows, which have worked wonderfully for our advertisers and us. Therefore, we will continue to do these. However, we also have strong music-based programming that includes ‘Coke Studio’ and ‘Unplugged’. We will continue with such edgy programming. We tend to reinvent ourselves every year, and we will continue to set the trend as we do now. I think that is a nice situation to be in,” Palia said.

When asked about MTV’s targets in terms of increasing its viewership base or advertising revenue, he said, “Everything that we do here is not purely to increase viewership. We are already market leaders. Our priority this time is to gain much more social media response from our viewers. We intend to engage our viewers interactively on all social media platforms. We have a strong social media strategy in place to do this, and the results are already showing. We intend to take this forward with the second season of ‘India’s Top Model’ as well as all other shows we air.”

Incidentally, the sponsors of ‘India’s Top Next Top Model 2’ are Livon Serum, which is the title sponsor; Lakme and Airtel, who are the co-presenting sponsors; and abof.com and PC Jewellers, who are the ‘powered-by’ sponsors. Amante is on board as the associate sponsor.

Season 2 of ‘India’s Next Top Model’ has been produced and shot by Bulldog Media & Entertainment India, which has licensed the show from CBS Studios International.

Bulldog Media co-founder Akash Sharma said, “We will finish the shooting on Friday. Most of the production work is over. We are not merely the licence holders of the show but also its producers. We have shot it with our crew. We have worked very closely with MTV to do this. We have even got some sponsors on board, but primarily it is MTV which is marketing the show. In the USA, this show has run its 23rd season, and we hope it will be successful here in India as well.”

The Indian version of was launched last year. The fashion franchise will return with MTV calling for feisty young models in the second season of ‘India’s Next Top Model’.

The show commences with 13 new faces vying for the coveted title. Sensational fashionista, model and actress, Lisa Haydon and ace photographer Dabboo Ratnani return as judges to the show this season along with MTV and Fashion maven Anusha Dandekar and grooming expert Neeraj Gaba as the mentors will be seen counseling young talent in their hunt for ‘India’s Next Top Model’. The upcoming season of the show aims at transforming beautiful young girls into ramp-ready professional models.