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MTV -- Enjoying its 3-D outlook on youth
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Our Bureau
Chennai:
Touch and feel the channel, shape perceptions and drive eyeballs
to the channel-that's the three dimensional marketing mantra
that MTV follows in India, said Mr Vikram Raizada, director,
marketing, MTV India.
In a freewheeling interview to The Financial Express, Mr Raizada
said: "Our marketing plan in India has a 360 degree dimension.
We touch the life of youth everywhere they turn to-be it home,
college, office or hang-outs. Our aim is to provide topical
content which the youth in India wants. We are fairly successful
in this attempt, without compromising our identity as a music
channel," he said.
He said
MTV has positioned itself as a complete entertainment solution
for youth with innovations like morning music, MTV dressing
for colleges and offices, a Web site to browse through during
working hours, MTV hang-outs for the evenings and back to
the channel in the night. "With these, we have a complete
gamut of things that touch the life of youth 24 hours a day,
seven days a week and 365 days a year", Mr Raizada said.
He said
the channel has been successfully promoted by an all-round
marketing strategy with topical event-based programmes on
the ground supported by promos in print and other media. "This
helps us to be seen around the ground and finally we have
the channel that beams the events," he said adding: "our
aim is to make the Indian youth participate in the event and
identify with the channel."
He said
it is with this in mind that the channel has been hosting
events and shows like Dirt Busters, Bacardi Blast and War
of the DJs. He said Dirt Busters was a good example of how
the interests of youth can be brought to bear on social and
environmental issues. "Majority of the Indian youth are
not concerned about issues like ozone depletion. But, if you
can communicate with them in their language against the issues
of concerns, they will sure respond to it. Dirt Busters have
proved this point unequivocally", Mr Raizada said.
He said
the rating of the channel picked up significantly once it
recast the content from a typical European one to 70:30 formula,
where 70 per cent content is based on Indian themes and topics.
"This has made a significant improvement in the rating
of the channel. This pushed us to top slot in the segment
and with our quality and topical content we are not worried
about competition", he said.
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