India’s number one youth entertainment brand MTV unveiled its aggressive content strategy on the back of unscripted original content. MTV had cemented its grasp over young India with 400 million viewers have tuned into the channel and garnering 6 billion watch-minutes on VOOT in the last one year and growing stronger.
Ferzad Palia, Head – Youth, Music and English Entertainment, Viacom18, explained, “MTV is perhaps India’s longest standing youth entertainment brand. This legacy has evolved through fads, cultural shifts and now even platforms. With fresh, disruptive formats and content innovation at the core of MTV, we are home to the country’s most successful unscripted content through shows like MTV Roadies, Splitsvilla, Dating in the Dark, Troll Police, Love School, et al. As we build the MTV universe even further across platforms through increased interactivity and an enhanced fandom experience, we will also cement our position as India’s leading creator of multi-platform unscripted content.”
The new lineup will open with the fourth season of India’s Next Top Model, followed by Elovator Pitch and Ace of Space.
The 4th edition of the much-awaited and sensational fashion-based reality show “India’s Next Top Model” celebrates the new age woman through its new transformative and progressive theme of ‘More than a Face’. Celebrating the heady concoction of Power and Beauty, Season 4 is to be an ode to the dynamic and spirited woman in you. The show that is the gateway to the glamorous and alluring world of fashion will see women from diverse backgrounds powered with guts, glory, and attitude test their boundaries and face the numerous challenges required to ace the dynamic and coveted fashion industry.
The edition will once again see Host and Judge – fashionista Malaika Arora, Co-Judges – India’s first supermodel Milind Soman along with Bollywood’s favorite photographer Dabboo Ratnani, and Mentors – television’s most loved VJ Anusha Dandekar, and Grooming expert, Neeraj Gaba.
The coveted show will once again push boundaries with a plethora of powerful tasks, be it a ramp walk through a skate park or on a revolving ramp disc, ensuring that the race to the top is tougher and bolder. Only the deserving who pass the test of style, glamour, and grit under the leadership and watch of Malaika Arora will get the title of Livon Serum and MTV presents India’s Next Top Model co-sponsored by Maybelline. INTM premiers on 6th October, every Saturday at 7.00 PM.
Elovator Pitch is a quirky speed dating show that will see the return of youth icons Cyrus Sahukar and Gaelyn Mendonca to the MTV content fold.
10 boys on 10 floors and one beautiful girl in an elevator – MTV brings Elovator Pitch, a unique show which takes the idea of speed dating to the next level. Premiering on October 12, every Friday at 7PM the show will be Hosted by VJ and actor Cyrus Sahukar along with VJ Gaelyn Mendonca.
Giving romance a fresh and quirky definition, the show’s unique concept will have 10 boys on 10 floors. At every floor, a man is revealed at the other end of the elevator door. The girl on her way up encounters these men who try to woo her in their limited time. Towards the end of it, the girl must shortlist three boys out of the lot and decide to go on a date with one. Likewise, 10 girls await a boy on every floor for a chance to woo him. To know who gets hitched and who gets ditched, tune – into Elovator Pitch on 12th October, Every Friday 7.00 PM only on MTV
Ace of Space is a reality show built on the Darwinian principle of survival of the fittest. MTV has roped in last year’s Bigg Boss finalist Vikas Gupta as the ‘mastermind’ who sets the rules of the game.
18 contestants will fight it out in 6 rooms not to win money, not to win hearts and nor to win the love of their lives, but to win the most basic means of existence – space!
The contestants in the show will fight for space in 18ft*18ft rooms through tasks that test endurance and skills of co-existing amidst polarizing personalities. After series of tasks, nominations, and eliminations, the rooms will progressively squeeze down over a period of 6 weeks to a size of 6ft*3ft in dimension, making it difficult for the contestants to eventually survive on the show.
But that’s not all! What’s up for grabs is the interesting element added to the show and that is a Mastermind. He will have the authority to monitor and outplay the contestants with no rules and regulations. That mastermind will be none other than Producer and ex Bigg Boss contestant, Vikas Gupta. Like an omnipresent dealer, Vikas will have everyone in his sight, controlling and manipulating their moves. The one with the highest space in the room and in audience’ minds, after being locked in for 43 days, will walk away with the title of being the Ace of Space.
From appeasing a viewer’s adventure appetite to helping one escape dating failures and even teaching the youth lessons of love, no other brand has epitomized the universe of the young in Indian television like MTV. Exploring concepts like dating and relationships, MTV made love and romance a talking point amongst the youth as it tapped into the pulse of its audience with edgy and sensational content. Ace of Space premieres on 20th October, EVERYDAY at 6.00 PM.
MTV, the world’s premier youth brand, is a dynamic and vibrant blend of music and pop culture. With a global reach of more than half-billion households, MTV is a cultural home to the millennial generation, music fans, and artists.
MTV has a buzzing MTV Live business with properties like MTV Video Music Awards and MTV Bollyland. Aiming to entertain, lead and collaborate with young people through its evocative communication and youth relevant shows like Roadies, Splitsvilla, Coke Studio@MTV, MTV Unplugged, MTV Girls on Top, MTV Love School and keep them engaged through various cause led initiatives such as MTV Rock the Vote and MTV The Junkyard Project. For information about MTV in India, visit www.mtv.in.com.
Nice detail about MTV Elevator Pitch.