It's tough parting with MTV: Alex Kuruvilla

By , agencyfaqs! | In Media Publishing | June 17, 2005
Kuruvilla has been associated with the MTV brand for seven years. He could be associated with the channel as a consultant now

Alex Kuruvilla, managing director, MTV Networks, has put in his papers.

Kuruvilla has been associated with the MTV brand for seven years, and was the man behind experimental initiatives such as MTV 'Youth Icon', 'Bakra', 'Roadies' and the soap 'Kitni Mast Hain Zindagi'.

Kuruvilla had put in his papers a few weeks back, but the formal announcement was made only on Friday by Frank Brown, President, MTV Networks, at the company's Town Hall meeting. MTV has not yet decided on Kuruvilla's replacement.

Kuruvilla's next destination may not be a television channel. Kuruvilla told agencyfaqs!: "Television is exciting and it gives me the extra adrenaline rush. But I am examining a plethora of options; much of which has nothing to do with television. I should be taking a call in a few weeks."

MTV has a few more exciting projects lined up. Kuruvilla indicated he would be involved with these projects in the capacity of a consultant.

On a sombre note, he adds, "It's tough leaving MTV, because it's almost a way of life for me. But one has to move on to new and better opportunities, which is why I am examining certain options right now."

He reminisces, "We have taken MTV to new heights of undisputed leadership, and have shaped it into a multi-pronged channel within the youth space. In my time here, I have been a part of many exciting initiatives such as the launch of VH1, relaunch of Nickelodeon, MTV Style awards and so many interesting programmes."

"Some of these initiatives were greeted with a great deal of skepticism in the market. But we managed to make a success of these initiatives and MTV is not just a music channel anymore, but a key player in the youth and entertainment space."

Prior to MTV, Kuruvilla was primarily an advertising man. He spent over 10 years at JWT, and around six-seven years at Rediffusion DY&R. 2005 agencyfaqs!