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MTV has officially dropped 'Music Television' from its name and logo after thirteen years. Music Television has been appearing under the channel's logo since it was launched in the US in1981. From this weekend, the channel will transform itself beyond music and beyond television as well by launching exclusive content for digital.
"We are driven by music but not limited by music," says Ashish Patil, general manager and senior vice-president, creative and content, MTV India. With the revamp, the channel will reduce its music content to 40 per cent and gradually decrease it to 25 per cent.
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The revamp reinstates the channel's positioning as a youth channel. "Dropping 'Music Television' from under the logo is a big symbolic statement and finally closes the loop on the repositioning exercise we kicked off two years ago," he adds.
The channel wants its viewers to graduate from viewers to users. It will be given the look of a webpage, with new graphic post-its, scrolls, buffering of videos, scraps, comments, RSS feeds and pop ups. Patil says that this is a significant move from being a television channel to being a content provider.
The channel will have four new shows – MTV Rant, MTV What the Hack, MTV Acting Classes and Nuon MTV Making the Cut. Of these, only one – Nuon MTV Making the Cut – will be aired on television. The show will be a hunt for the best in fashion and will be aired every Saturday at 6 pm.
MTV Rant will premiere only on mobile phones and will be about tearing apart random issues/news and opinions. MTV What the Hack, a show on hacking and the ways to do it, will be aired on the web (www.mtvindia.com).
MTV Acting Classes will premiere on its voice portal on 5056882 on mobile, where the VJs (video jockeys) will give lessons on acting, dialogue delivery and emoting skills.
The channel is promoting the change on-air across its network channels, apart from youth websites. For its new shows, the channel will undertake radio and below-the-line activities. There will be a contest on the channel to spot the change on-air and give away prizes. However, the tagline, It's My MTV, will stay.
© 2010 afaqs!From AREN, Sat 21 Nov 2009 01:40:09 PM MTV's NUON MAKING THE CUT completely sucks...it lacks compactness .....u guys can do way better than that.........MTV ROADIES is the only show which is worth watching . I think roadies is the only reason why people stilll watch MTV.... .:)
From bottleHeD, Wed 28 Oct 2009 06:45:48 PM "....four new shows – MTV Rant, MTV What the Hack, MTV Acting Classes and Nuon MTV Making the Cut. Of these, only one – Nuon MTV Making the Cut – will be aired on television..."
Hmm, I just saw an episode of What The Hack on the channel. So i guess that tall claim just goes out the window.
Personally, the only reason I even watch MTV anymore is for vj Jose. The dude's hilarious. The rest of the vjs and so called "content" is pointless.
From Mu Sick, Mon 26 Oct 2009 12:29:18 PM I think its a good move by mtv. After this move flops badly, it will be a lesson to others not to repeat this mistake. Music is always in vogue. Reality shows etc are faddish. Music was its usp, not it is bragging about having lost it..like wow!. This opens the door for other serious music brands to get on the bandwagon. If they cant distinguish between fads and unique business proposition, then they dont deserve to be in the position..
From Akash, Wed 14 Oct 2009 09:44:47 PM There are not much channels that we look forward to for a music channel & MTV has been leading the league for quite a long now. Don't know what has called this move and how successful it is going to be, but i think the youth would be really missing the 'Music' part of the channel. May be MTV is running behind the so called 'reality shows', which are the hot selling cakes for the hour, but a flood of such shows means that these are not for very long to stay. Music is evergreen and has always been the voice of the youth. Personally, a really disappointing move. Would miss MTV - the music television.
From Rohit, Tue 13 Oct 2009 03:47:33 PM I am disappointed...i do not know which marketing gurus are advising MTV...we need pure music. Please create a MAP of channels and tell which channel provides only music...nobody but every channel provides reality shows, drama etc...i do not understand whats wrong with these music channels....here we are dying for music beyond bollywoood and our dear music channels are not understanding...i feel our neigbhour Pakistan is better as it is a good ground for music groups, young talent, creativity etc..once i had seen a music channel form there which was dedicated only to upcoming talent.....god pls help us tooo
From Ankur Soni, Tue 13 Oct 2009 03:08:39 PM getting in terms to the fact that MUSIC is no-more there on MTV.
probably changing its name to "reality tv" would be the next step... with shows likde Roadies.. splitsvilla.. Stuntmania... Desi beats - Rock On.... and there latest addition Nuon MTV Making the Cut....
All the best MTV...
RIP Music.....
From Anamika, Tue 13 Oct 2009 01:44:25 PM MTV has represented music and youth from the time it was launched. I just hope that the change in concepts of programmes do not lead to loss of sheen and the name that the channel has earned in the past....but nonetheless it'll be a good break from just music a lot more...!!!
From ram, Tue 13 Oct 2009 01:29:45 PM all mtv needs is "all the best". programing wise...dunno.
From prianca, Tue 13 Oct 2009 12:46:14 PM dont now how it will turn out to be..!! but its a good change..!! coz over the yrs MTV india was nothing more dan mere A backdrop for ROADIES n SPLITZVILLA..!!!
i dont rem we i must ve tuned in to listen to some music..!!
i wld surely miss THE "MTV"...!!
From VK, Tue 13 Oct 2009 12:46:01 PM a random meeting between the mtv sales guys and media folks
mtv - u have this campaign on..our tg fits the profile so why are'nt u guys using our channel?
media - look at the numbers? how can i justify it to the client?
mtv - but then, within XX timebands, within xx category we are #1..look, we even have ur clients competition on board
media - aha...thats interesting..can u let us know what the competition is doin on ur channel and if there is responses to the activity...can we do somethin thats exclusive to the client?
mtv - sure..loads of things..we can do things for the bikes, perfumes, clothes..jus tell us what u need and we'l create a program for u (anyway we have the vj's, producers and all the rest of us totally vela)
and thus began content integration which also meant a permanent change in the dna of the channel...way to go guys...i am now waiting for VH1 to start saying that they are a reality show channel and providing music is something, 'by the way what we also fill in sometime'
From Amit K, Tue 13 Oct 2009 12:23:44 PM I thoroughly agree with Mr Thoxav... i think only 9xm is the only channel which airs music nowadays... these people are unnecessarily running behind content & shows... god damm why dont you guys understand that we need music boss not just content and shows....
days are not far when you guys(MTV & Channel V) will be competing against Star Plus and Sony for drama shows.... the shows which are aired now are not less than any drama show...
We need music pls save us.... and air music...boss!
From thoxav@gmail.com, Tue 13 Oct 2009 11:04:28 AM I believe this is a huge mistake. In fact I believe MTV must go deeper into music to the extent that they reach a smaller but more passionate audience. These are the people who define themselves by the music they listen to. From the business point of view MTV should be a distribution channel for un-pirated music. They should strike deals with the artists directly and promote and sell music to fans who believe and will pay for legitimate music. The path is difficult but sure to build true equity.
The stuff MTV planning to do in India is ephemeral...not rooted in ART...which is what music is.
From Arshi, Tue 13 Oct 2009 10:04:29 AM This title should have removed long time back. Not to sound cynical but MTV never actually aired music! A good move although. unique but dont know how much your TG would be benefited by it?
