MTV, in association with Tata Nano, has launched 'Nano Drive with MTV', India's first social streaming show featuring four teams on a 21-day road trip across the country. The show, which is in the form of a tweaked travelogue, will see each member of the winning team being awarded a Tata Nano. The show started on May 28.
The winners will be decided on the basis of the social engagement scores accumulated by each team. The points are calculated on the basis of the social media engagement a team manages to gather. For example, one Like on Facebook will earn a team one point. Ten comments on Facebook convert into one point and one mention on micro-blogging site Twitter will get two points.
To make the show social in the true sense of the word, the teams have to travel on their respective routes around India and complete the fun activities set up for them. They have a fixed budget of Rs 4,000 per day, in which they have to figure out their food, stay and petrol. The format of the show allows teams to reach out to friends, acquaintances or even people who they have just met to help them with lodging and other requirements, thus creating a social connect that is not only limited to online media but spreads to every city that they visit.
Commenting on the reason for choosing digital as a medium to execute and promote the show, Ekalavya Bhattacharya, head, digital, MTV, says, "The concept of a reality travel show goes beyond just involving real people in a travel show format. The idea is to bring in reality in terms of people, places, time, their relationship and movement. For this purpose, the show output in the form of a weekly episode or even a daily episode is redundant, as the content is old by the time it is seen by the viewers. To bring real-time updates to the viewers from the trip and have them consume this content, it is important to plug into a medium which the viewer is plugged into all the time as well. This medium is the internet, more specifically social media."
The Nano Drive with MTV is produced by The Glitch. Commenting on the concept, Varun Duggirala, co-founder and left brain, The Glitch, tells afaqs!, "We've always believed in having a strong social aspect to digital content. There have been many travel blogs and shows but no one has tried to make the content and experience truly social. So when MTV approached us to produce 'Nano Drive with MTV' we jumped at it. How often do you get the opportunity to take something groundbreaking and help push it a notch higher?"