Original content play pays off for MTV India | Programming | News | Rapid TV News
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Just as it was announcing ten hours of new original content per week, MTV India has revealed that 400 million viewers have tuned into the channel and that it garnered six billion watch-minutes on its VOOT channel over the last year.

voot MTVINdia 5oct2018And given its success, the company has unveiled what it calls an aggressive content strategy based on unscripted original content. The new line-up will open with the fourth season of India’s Next Top Model, followed by Elovator Pitch and Ace of Space. Malaika Arora, Milind Soman, Anusha Dandekar, Dabboo Ratnani and Neeraj Gabba will be mentoring fashionistas for India’s Next Top Model Season 4.

Elevator Pitch is a speed dating show that will see the return of youth icons Cyrus Sahukar and Gaelyn Mendonca to MTV. Ace of Space is a reality show built on the Darwinian principal of survival of the fittest. MTV has roped in last year’s Bigg Boss finalist Vikas Gupta as the ‘mastermind’ who sets the rules of the game.

Elaborating on the content strategy announcement, Ferzad Palia, head of youth, music and English entertainment of MTV holding group owner Viacom18, explained, “MTV is perhaps India’s longest standing youth entertainment brand. This legacy has evolved through fads, cultural shifts and now even platforms. Over the last year our TV ratings have doubled and consumption on VOOT has grown 3-fold.

"With fresh, disruptive formats and content innovation at the core of MTV, we are home to the country’s most successful unscripted content through shows like MTV Roadies, Splitsvilla, Dating in the Dark, Troll Police, Love School, et al. As we build the MTV universe even further across platforms through increased interactivity and an enhanced fandom experience, we will also cement our position as India’s leading creator of multi-platform unscripted content.”