MTV has launched 'MTV Splitsvilla Battleground' for the very first time for its upcoming season of Splitsvilla. Modelled on the MTV Roadies Battleground property, the winner of MTV Splitsvilla Battleground will get a direct entry on the show, Splitsvilla. MTV Roadies Battleground is an online contest for which participants have to secure maximum points and the winners get direct entry to the selection round of Roadies.
MTV Roadies Battleground is currently in its fifth season and is showcased through the virtual medium; it is an exact replica of the original format. Participants have to clear various levels based on adventurous tasks to survive in the digital show. Online voting is used to retain or vote-out a contestant. It was conceived as the only way to use the growing popularity of social networking in India.
The channel has launched a webpage, mtv.in.com/sbg, where the interested users can register to participate and face the tasks of Splitsvilla Battleground. According to the company, with the launch of the sixth season of MTV Splitsvilla comes the hunt for the first contestant through MTV Splitsvilla Battleground. Contestants will have to perform the tasks handed out by VJ Nikhil Chinapa.
Aditya Swamy, executive vice-president and business head, MTV India, says, "The way we build our brands is by creating eco systems around them. This makes it much more than a 13-week TV show and it builds a long term engagement with the fans of the concept. That's why Splitsvilla is in its 6th season this year. Battleground has been a huge success for us with Roadies and we are now extending it to Splitsvilla."
According to Swamy, the MTV Splitsvilla website clocks almost five million page views per month and currently has 2.3 million Facebook fans. The contest will be promoted through television, online media, social media, mobile media and offline platforms for 360 degree activations. The channel will also use traditional platforms like on-ground marketing to drive engagement online.