MTV campaign highlights strength of youth content on digital

MUMBAI: MTV has revealed its ‘MTV Ka #TVKahaanGaya’ campaign, showcasing the channel’s strength on Viacom18’s digital platform Voot. The campaign highlights the fact that good content is platform agnostic. It also showcases how the youth is attracted to consuming relevant content at their own pace and time.

MTV’s leading shows such as ‘Roadies’, ‘Splitsvilla’, ‘Love School’, ‘MTV Unplugged’ and ‘The Anti-Social Network’ are being watched for 2.5 billion minutes on Voot.

Commenting on the campaign, Viacom18 Youth, Music & English Entertainment Head Ferzad Palia said, “The perception today is that the Indian youth spends lesser time-consuming content on TV, which couldn’t be farther from the truth. Time spent on TV content AND online video has gone up amongst youth. As the country’s leading youth brand, we understand that to keep our audience engaged, content that is platform agnostic, speaks their language and is available to them any time is what will win their heart.

“The MTV ka #TVKahaanGaya campaign is conceptualised from that thought and lands this creative rendition in the quirky MTV style. Over the last year, our TV ratings have doubled and consumption on Voot has grown 3-fold, a testament to our belief that content is the king. Comparing to the previous season, shows such as Roadies Real Heroes have accounted for 42% viewership growth on Voot and MTV Unplugged has seen an increase of 52%, respectively.”

The ‘MTV Ka #TVKahaanGaya’ campaign exhibits an equilibrium between the linear television and its digital platform, Voot. With a mix of content available on the channel, the monthly watch time for MTV shows on Voot has been consistently growing. With youth driven shows being aired on Voot, Splitsvilla S11 has seen a growth of 77% in its hours of content as compared to the previous season. With major share of consumption happening in the non-metro cities, the digital platform, Voot is in sync with linear television.

Speaking about youth content on Voot, Viacom18 Digital Ventures Advertising Video On Demand Business Head Akash Banerji said, “Fandom is a phenomenon that transcends platforms and can help brands grow in both linear and OTT. MTV content works very well on Voot and has engaged 30% of Voot Viewers till date. As a network we have successfully explored content synergy between MTV and Voot with popular MTV series – Kaisi Yeh Yaariyan season 3 being launched as a Voot original garnering 32 million views.”

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