Getting to watch MTV has become synonymous with a right of passing for the Indian youth.
Almost two decades back when MTV India launched in 1996, the channel offered ‘quite westernized content’ which Indian parents were not comfortable with. Soon the first exclusive music channel of India revamped its content and introduced content which was more suitable for Indians. But MTV’s image remains till date, as such, that ‘tweens’ are still barred from watching the channel.
MTV caters mainly to young India in the age brackets of 13 to 25 years and this image has been nothing short of a boon for the channel. For this young lot, MTV is the sole channel of entertainment. Latest music and reality shows are aplenty fodder for the young viewers of MTV. Roadies and Splitsvilla are the two reality shows young adults talk most about. Their popularity can be measured by the number of sponsors they get every year.
As the channel gratifies a very young band of viewers, advertisers especially, catering to this group find advertising to MTV’s well-segmented audience easy.
To gauge the TG Response, top brands targeting the 13 to 25 age groups launch their products first on MTV.
Off late MTV has also introduced fictions. Kaisi Yeh Yaariyan and Warrior High both deal with youngsters and their curiosity about life, their experiences of love and friendship. These shows categorically deal with issues and characters that resemble MTV’s target groups enriching their entertainment experience.
MTV’s own brand of products too has flourished with its young consumers’ patronage while the channel has been trying to capture every nuance of a young individual’s life through its cinematic lenses. Its upcoming show, Girls on Top is another take on young Indian women trying to make sense of their lives. While MTV has ventured into producing short films, advertisements on MTV has reached a whole new level.
For advertisers, these new ventures of MTV bring a broader platform to be associated with young India’s favourite channel and find newer and unchartered ways to reach MTV’s audience.