A week after Channel V announced its revamp, and introduced a line-up of new shows, MTV also added a new flavour to its shows. A new show MTV Stripped, and two vignettes Mentos MTV Mute and MTV Gone in 60 Seconds were introduced during the last weekend.
On why the channel decided to focus on television through this show, Ashish Patil, general manager and senior vice-president - creative and content, MTV India says, "We love to hate them. They give us a reason to laugh and the real drama happens on television. That is why we are focussing on television for MTV Stripped."
Mentos MTV Mute and Gone in 60 Seconds are five- to ten-minute vignettes, which will be shown throughout the day on the channel.
Mentos MTV Mute, which went on-air on Saturday, August 22 at 8:30 pm has a unique format -- unlike the constant bickering on other shows, it is a silent show. MTV has roped in two Roadies Battleground participants, Eric and Vaibhav, who make their debut on the channel with this comedy show.
Talking about the new launches, Patil says, "All the three programmes on our channel are full of fun. It's mad stuff happening on MTV India. This week, we will be launching Rock On and also announcing the next season of Roadies. We are catering to a very fickle-minded audience and judging their likes and dislikes is very tough. That is why we are launching shows which are completely different from each other."
Patil rubbishes the claim that the launches are in response to the recent revamping of their closest competitor. "We revamp in response to our consumer and not competition. That is the reason we are two steps ahead of our competition."
Though the channel is not undertaking any heavy marketing initiatives, on-air promotions on MTV and digital presence are being utilized to spread the word. As an effort to strengthen its digital presence, MTV showcased all the three shows on its website first, before broadcasting them on television.