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Vh1 and Nokia strike a musical chord with consumers

By , agencyfaqs! | In Media Publishing | March 21, 2007
Vh1 and Nokia, which entered into a partnership in February to facilitate user generated content, are ready with their initiative, 'Shot by You'

Viacom's music and & #BANNER1 & #lifestyle channel, Vh1, and Nokia are ready with their initiative, 'Shot by You'. The partnership was aimed at gathering user generated content, which Vh1 would then use to create a music video shot by viewers.

The 'Shot by You' initiative was conceived specifically for the Nokia 5300 music phone and was based on the theme 'Music Connects'. The idea was to create a connect between Nokia and music. Volunteers went to many locations with the Nokia 5300 to give people a chance to shoot a video and participate.

Viewers from across the country were given the opportunity to download the song, 'Voice', sung by Indian band Pentagram, free from www.nokia.co.in. They were required to shoot a video for the track, using either their camera or any other recording device, and send it to Vh1. The channel then shortlisted the entrants and edited their clips to make a single video.

Apparently, Nokia's partnership with Vh1 is not really aimed at boosting either sales or viewership. Devinder Kishore, director, marketing, Nokia India, says, "It's just an extension of the theme, 'Music Connects', and provides a platform to the young audience to express their creativity through this unique medium."

Keertan Adyanthaya, vice-president and general manager, Vh1, believes that it's a win-win proposition for all three brands, Nokia, Vh1 and Pentagram. "User generated content is popular globally, but in India, it's in a nascent stage. We wanted to give our audience this opportunity in India," he explains.

Vh1 received about 1,000 entries from across the country, which, according to Adyanthaya, was unexpected. "What was even more surprising was that, apart from the metros, we received entries from places such as Pune, Pondicherry and the North East," he says.

The winning video will now be aired on Vh1. The channel also plans to air a half-hour capsule featuring the making of the video.

2007 agencyfaqs!

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