afaqs!

MTV to leverage movies and celebrities

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | October 23, 2008
MTV launches its CAT (Celebrity Content, Acquisitions and Talent) division

MTV & #BANNER1 & # has launched a new division called Celebrity Content, Acquisitions and Talent (CAT), which will look exclusively at building content around movies and celebrities.

The division is headed by Prakash Nair, associate vice-president, CAT, who has been with MTV for the last 10 years. The division will comprise talent managers, script writers and promo producers.

MTV has been creating content around movies in the form of chat shows and interviews during movie releases. The popular music channel plans to take this to new heights by leveraging movies and celebrities.

Ashish Patil, vice-president and general manager, creative and content, MTV India, says in a conversation with afaqs!, "We have strong relationships with film producers and actors because we have been creating content for them for years. We would now like to give this better focus and offer more value to our viewers."

CAT will create content around a specific movie or music album that will make good viewing for the audience. "CAT has been formed with a three pronged agenda - to deliver content, to create strategic and not tactical content in the sense that the content is not restricted to the movie release period and has re-run value, and to monetise this product," Patil explains.

MTV will approach advertisers and movie producers to enable sponsorships that benefit both the channel and the movie. The channel will use some of its archives, interviews and spoofs to make the content interesting.

Currently, CAT is ready to roll out a reality mini series for Dostana, a Dharma Productions film that is to be released in November. The four part series will feature all the actors of the movie and three MTV VJs battling it out to win Priyanka Chopra, much like the plot of the movie.

CAT will also bring Fabulous Lives, a format owned by the worldwide network, to India in mid-November. Fabulous Lives is a 13 part series that will feature celebrities such as Amitabh Bachchan, Shah Rukh Khan, Anil Ambani and Vijay Mallya, sneaking a peek into their lives.