The term ‘MTV’ is synonymous with music in Indian television. Since its introduction to the Indian television in 1996, it has been entertaining the Indian youth with the latest chartbusters of Bollywood and the indie music industry. It is very rare to find a household with a young member, where MTV is not turned on at least once a day. People are greatly fond of the format of back to back music which is seen on MTV. However, with the digitalization of music in the current decade, the popularity of MTV India definitely took a hit. It was observed that the youth was more interested in listening to music on their cell phones instead of on the television. To tackle this problem, Viacom 18 had to do something so that the brand name of MTV stayed relevant. So, they decided to diversify MTV India into a few uncharted territories.
A few of these diversifications are:
- MTV Originals
When MTV India realized that its target audience was able to listen to music over the internet, it started focussing on TV shows of other genres. These included reality shows, teen dramas and talk shows. It also started airing a few drama based short movies by the name of MTV Originals which have been well accepted by the audience. However, MTV India did not want to lose the genre which had given it its identity altogether. So, it launched a separate music based channel by the name MTV Beats, which retained the original style of MTV India. Meanwhile, the flagship channel MTV balanced its tome slots between music and programmes of other genres. - MTV Xtreme
The adventure based reality show, MTV Roadies had already gained a cult status among the Indian youth and could be hailed as the longest running successful reality show in India. However, Viacom 18 tried to capitalize on its popularity by doing a makeover of the show as MTV Xtreme. The show is highly experimental as the participants are required to take part in extreme adventure sports. It is speculated that the show will take the popularity of MTV Roadies to greater heights. - MTV Bollyland
Viacom 18 decided to take the brand name of MTV out of the television screen in the form of an outdoor event and so, MTV Bollyland was launched. Needless to say, MTV Bollyland has managed to grab the eyeballs of music lovers. The footfall in MTV Bollyland is proof of that. If you want to experience the fun, frolic and energy of MTV Bollyland, you can visit one of its events. You would definitely find your city or any nearby city in its schedule.
