'My MTV' to launch digital music store

As part of MTV India's repositioning strategy to 'My MTV,' the network plans to launch a digital music store.

This is the channel's effort to personalise their offerings and create a platform for more viewer involvement. Users will then be able to pay and download their favourite music from this store that will stock over 15,000 songs - both Hindi and International.



The viewers will soon see the manifestation of the new brand attributes in MTV's clothing line - MTV Gear as well with the changes that would not only be visible in terms of designs and attitude but also in terms of visual merchandise, so that the same experience is seamlessly extended beyond platforms.

The channel also unveiled a new look for its VJs. All the MTV presenters will be wearing designer clothes done by Neeta Lulla. The new gaze will be visible in all the new shows they will present.

The new tagline 'My MTV' promises that the MTV brand proposition of interactivity and personalisation, will soon be available across several platforms.

MTV's new look has been created taking into consideration views and interpretations of various cross-sections of its viewers including Bollywood, students, designers, music artists amongst many more.

MTV India VP creative and content Ashish Patil said, "The Spankin New MTV is the result of an extensive research spread over six months that gave us key insights into today's youth, their interests, passions and above all their expectations from MTV."




Along with infusing a slew of non music shows, the channel will also redo the presentation of existing shows. The change will also be available across various platforms like internet, mobile and merchandise.

Talking of the new shows, Patil added, "For today's youth, 'Style is their second skin' and with the new shows MTV will 'turbocool the youth' in many of their key interest areas like food, style, careers, dating, humour, adventure and above all music. Further, each of these shows will be driven by user-generated-content, with viewers sending us their ideas"

Over the next one month, MTV plans an exhaustive multi-media marketing campaign to reach out to its consumers across key markets - from Bill-boards in close to ten cities to innovations on India's top10 online destinations, to presence in youth hang-outs to radio.