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MTV ka #TVKahaanGaya campaign puts spotlight on platform agnostic youth content

MediaInfoline April 10, 2019
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MTV revealed its MTV Ka #TVKahaanGaya campaign, showcasing the channel’s strength on Viacom18’s digital platform VOOT. With an aim to entertain, lead, break stereotypes and collaborate with young people through its evocative communication, MTV has always stood out of the crowd with youth relevant shows. Proving once again that good content is platform agnostic, the MTV ka #TVKahaanGaya campaign is a pragmatic showcase of 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, Ferzad Palia, Head – Youth, Music & English Entertainment, Viacom18 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 onVOOT 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, Akash Banerji, Head- Advertising Video On Demand Business, Viacom18 Digital Ventures 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 Viewers4 till date. As a network we have successfully explored content synergy between MTV and VOOT with popular MTV series – KaisiYehYaariyan season 3 being launched as a VOOT original garnering 32 mn views.

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