Viacom 18 promoted music channel, MTV has been re-branded, with a bigger logo and new tagline - 'Stay Raw'. However, the channel's target audience remains the same -- youth between the ages of 15 and 34 years.
Talking about the new look, Aditya Swami, channel head, MTV India, says, "MTV, in India and across the world, has always been about innovation. And that's largely because we cater to young audiences who constantly evolve."
While the new logo and the packaging have been designed by London based agency, Petrol; MTV has partnered with Bates 141 for the creatives. MTV will promote its new look through a 360-degree campaign comprising television, print, outdoor and digital in key markets.
Apart from a new look, MTV has also made changes in its programming. The channel has created four music blocks -- MTV BBM (Big Bang Mornings), MTV Music Xprs, MTV Mash Ups and MTV International.
Two of the channel's popular shows will also return on-air -- Kurkure Desi Beats Rock On in the last week of November and Splitsvilla Season 4 on December 03, 2010. According to Swami, while everybody says it's the end of reality television, nothing could be further from the truth.
He elaborates, "We had recently launched MF 101, which was a fantasy reality, which is very different from the regular dose of reality shows. So, we are exploring an interesting space, where MTV works globally as well as reality."
Furthermore, the channel has extended its presence in the Indian market by launching a magazine -- MTV Noise Factory. The youth magazine is available on stands for Rs 75.