Nearly a decade after MTV went 'desi cool', it's now going 'urban chic', reports CNBC-TV18.
MTV is finally getting a facelift! Over the next month, the network will get one new VJ, seven new shows, 14 revamped shows and a completely new look, both on-air and online.
The revamp comes after a research showed that the youth put style before content, and the tribe before the individual. Which is how MTV has decided to focus on the 15-24 age range urban youth.
MTV Networks, VP-Marketing, Ashish Patil said, "We have been representing the last generation's aspirations. Now we want to tap into the current generation and become their icon of cool. So this is just an overal revamp in that direction."
For this, interactivity is the key. Tie-ups with Cafe Coffee Day, campus hangouts and launching an online music store aside, MTV is asking its viewers to generate content themselves, starting with a whacky new logo.
The channel hopes this exercise will help it consolidate its position as the market leader, with a share of over 40%. Essentialy, considering it has been vulnerable as new competitors take to the air.
Cyrus Oshidar, Executive VP - Creative and Content, MTV Networks, said, "The problem is that MTV has lost its spirit and let too many business decisions dictate the channel. And the youth dont really care about business."
It's not just stale programming. Along with a limited programming budget, high attrition numbers continue to nag the network. MTV is hoping the new look will help it recover its iconic attitude.
MTV is finally getting a facelift! Over the next month, the network will get one new VJ, seven new shows, 14 revamped shows and a completely new look, both on-air and online.
