Media
MTV dials up its play in original content to chart growth across platforms.
05 October, 2018

~Announces 10 hours of new original content per week~

National, October 5, 2018: India’s number one youth entertainment brand MTV, today, unveiled its aggressive content strategy on the back of unscripted original content. MTV, had cemented its grasp over young India with 400 million viewers having tuned into the channel and garnering 6 billion watch-minutes on VOOT in the last one year.

Elaborating on the content strategy announcement, Ferzad Palia, Head – Youth, Music and English Entertainment, 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.”

The new lineup 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 the new crop of fashionistas for India’s Next Top Model Season 4. Elovator Pitch is a quirky speed dating show that will see the return of youth icons Cyrus Sahukar and Gaelyn Mendonca to the MTV content fold. 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.

From appeasing a viewer’s adventure appetite to helping one escape dating failures and even teaching the youth lessons of love, no other brand has epitomized the universe of the young in Indian television like MTV. The channel propelled a host of youngsters to their aspirations with the introduction of India’s first and longest adventure-based reality show – Roadies. Exploring concepts like dating and relationships, MTV made love and romance a talking point amongst the youth as it tapped into the pulse of its audience with edgy and sensational content in shows like Splitsvilla, Love School and Dating in the Dark.

INTM premieres on October 6, every Saturday at 7PM.

Elovator Pitch premieres on 12th October, every Friday 7.00 PM.

Ace of Space premieres on 20th October, EVERYDAY at 6.00 PM.

 


 

BEAUTY TO GET REDEFINED IN THE FOURTH SEASON OF INDIA’S NEXT TOP MODEL  

A woman is more than a face, she is a phenomenon that is bold, beautiful, dramatic, glamorous and spirited all at once.  The 4th edition of the much-awaited and sensational fashion-based reality show “India’s Next Top Model” is all set celebrate this new age woman through its new transformative and progressive theme of ‘More than a Face’. Celebrating the heady concoction of Power and Beauty, Season 4 is to be ode to the dynamic and spirited woman in you.  The show that is the gateway to the glamorous and alluring world of fashion will see women from diverse backgrounds powered with guts, glory and attitude test their boundaries and face the numerous challenges required to ace the dynamic and coveted fashion industry. The new season redefining the tenets of beauty and fashion is all set to premiere on October 6, every Saturday at 7PM.

The edition will once again see Host and Judge - fashionista Malaika Arora, Co-Judges - India’s first super model Milind Soman along with Bollywood’s favourite photographer Dabboo Ratnani, and Mentors - television’s most loved VJ Anusha Dandekar, and Grooming expert, Neeraj Gaba. The coveted show will once again push boundaries with a plethora of powerful tasks, be it a ramp walk through a skate park or on a revolving ramp disc, ensuring that the race to the top is tougher and bolder. Only the deserving who pass the test of style, glamour and grit under the leadership and watch of Malaika Arora will get the title of Livon Serum and MTV presents India’s Next Top Model co – sponsored by Maybelline.

The ever-gorgeous Malaika Arora said, “This is my second outing with India’s Next Top Model and I am more than excited to be a part of the show. I was fascinated by the diversity in models last season and I am sure, this time won’t be any different. I am looking forward to the interesting tasks the show will come up with and how the ladies put forth style with substance to emerge as a winner. I am happy to groom these powerful women in any and every way possible.”

The dashing Milind Soman expressed his excitement, “It’s going to be fun to be a part of India’s Next Top Model S4. This is my second stint in the show and I am looking forward to another wonderful experience. More than just being a battle of the beautiful, this show stands out for its purpose and the stories of grit and determination it aspires to tell through its contestants. I am sure this season would surprise us with bolder tasks and it would be heartening to encourage these amazing ladies to exhibit their dedication to be the best.”

“Being associated with India’s Next Top Model since Season 1, I’ve witnessed a marvelous journey. In Season 4, the theme, ‘More than Just a Face’ speaks volumes about the way beauty should be seen and India’s Next Top Model is a perfect platform in providing the opportunity to express yourself to the best of your abilities. I believe beauty can best be defined with the way you conduct yourself and so my focus will be on the strong conduct and the dedication to be the best, “added the ace fashion photographer Dabboo Ratnani who will be seen as the co-judge on the show.

VJ Anusha Dandekar, who has been associated with the show for quite some time now, said,

This is my 4th season of India’s Next Top Model and it's been such an incredible journey to see the show grow each year! I have watched the American version growing up and to be able to have helped come to MTV was an amazing feeling...The fashion, tasks, photoshoots, ramp walks and models get more incredible to watch each year! The best part about being a mentor and judge, is that I get to work with such an amazing panel of talented and beautiful humans! Malaika, who I've always looked up to and wanted to work with, she is stunning inside and out! Milind being one of our biggest super models of all time, he's actually flawless! Dabboo being such a talented and fun photographer, who's shot all of Bollywood and beyond and last but not least my co mentor and judge who is an expert on fashion and ramp like no other... I mean I think we have the best panel ever!!! This is definitely the best and biggest season yet & to top it off our finale is unreal! All the way in Singapore!!! I cannot wait for you to watch this season... And of course, how much effort we put into making these girls amazing with our expertise... I focus on transforming them into top models with their fashion and photoshoots, how to carry themselves and pose and so much more! It's tough but so much fun!

Image Consultant & Runway Director, Neeraj Gabba said, “It feels great to be back on India’s Next Top Model. Season 4 is all about celebrating women and their focus to win battles, within and on the outside. It’s encouraging to see a plethora of talent, driven and passionate, towards their goal, of being a top model. I’m really looking forward to seeing some deserving, powerful and confident personalities this season. At my end, I will continue to be the mentor, who doesn’t mince his words, and helps hone participants’ skill to arrive at their personal and professional goals set for the show, and further on.”

Producer of Face Entertainment Pvt. ltd Monia Saigal Pinto said, "When an international format is executed and matched for 3 seasons one feels a sense of pride but when you surpass the level of the format and create magic like you haven’t seen before, it’s the most overwhelming experience India’s Next Top Model season 4 not just raised the bar in terms of photo shoots challenges and reality this season but also went international and shot the pre finale and finale on the Dream  Cruise liner in Singapore ... the scale the look the feel this season rocks. MTV encourages all of the above and I am glad to deliver what was the most difficult yet satisfying season ever."

On Livon’s association with India’s Next Top Model, Anuradha Aggarwal, Chief Marketing Officer, Marico India said, The Livon girl is the millennial who is confident, fun & looks fab all the time. For this girl, with its new range catering to different hair types like on-the-go hair, coloured hair, dry & rough hair, Livon is the perfect companion for fab, salon finish hair at home or outside. Through this collaboration, we wish to give girls across the country a platform to showcase their fab selves!”

“Maybelline, the No. 1 cosmetic brand in the world, is the go-to brand for young millennial consumers. The Maybelline girl is unstoppable, will never settle, is impossible to label because she is constantly evolving and seizing opportunities. She uses makeup to express herself, but it does not define her. With its technologically advanced products, on-trend expertise and New York City edge, Maybelline is proud to be associated with MTV’s marquee show ‘INDIA’s Next Top Model Season 4’, the destination channel for the Maybelline Girl”, added Vaidehi Vimadalal, General Manager, Maybelline New York (India)

See the beauties at war starting 6th October, every Saturday at 7.00 PM only on MTV

 


 

Dating gets a new twist through MTV’s Elovator Pitch

10 boys on 10 floors and one beautiful girl in an elevator - MTV brings Elovator Pitch, a unique show which takes the idea of speed dating to the next level. Premiering on October 12, every Friday at 7PM the show will be Hosted by VJ and actor Cyrus Sahukar along with VJ Gaelyn Mendonca.

Giving romance a fresh and quirky definition, the show’s unique concept will have 10 boys on 10 floors. At every floor, a man is revealed at the other end of the elevator door. The girl on her way up encounters these men who try to woo her in their limited time. Towards the end of it the girl must shortlist three boys out of the lot and decide to go on a date with one. Likewise, 10 girls await a boy on every floor for a chance to woo him.

On hosting Elovator Pitch, VJ and host Gaelyn Mendonca says, “I’m elated to be a part of Elovator Pitch which has such a quirky concept! It promises to be a perfect combination of drama and comedy that will appeal to the millennials. As much as Cyrus and I are thrilled to host the show, I’m sure the audience will be equally thrilled to watch it.”

Our very own Cyrus Sahukar, known for his impeccable comedy and perfect punches, says, “My relationship with MTV has been for more than a decade now, it feels like family to me! Elevator Pitch will surely set a different trend amongst the youngsters I’m looking forward to hosting the show and witnessing some great ‘pitches’ by the boys. I’m confident that I will learn many different ways of wooing the girls (Laughs)!”

Soniya Kulkarni, Creative & Business head for formats and productions, India at BBC Studios, said, "We are happy to partner with MTV India again on an exciting new show. In this age of instant likes and instant noodles – Elovator Pitch twist on speed dating is on point with today’s youth and the unpredictable world of dating. It’s been an exciting show to produce and we are confident that it’s funny and insightful view will be relevant and entertaining for our audiences."

To know who gets hitched and who gets ditched, tune – into Elovator Pitch on 12th October, Every Friday 7.00 PM only on MTV

 


 

Get crunched! MTV takes the game of survival a notch up through ‘ACE OF SPACE’

Premiering on October 20, for the first time on Indian television 18 contestants will fight it out in 6 rooms not to win money, not to win hearts and nor to win the love of their lives, but to win the most basic means of existence - space! MTV is all geared up for a unique show, called ‘Ace of Space’ that will test survival skills like never before.

The contestants in the show will fight for space in 18ft*18ft rooms through tasks that test endurance and skills of co-existing amidst polarizing personalities. After series of tasks, nominations and eliminations, the rooms will progressively squeeze down over a period of 6 weeks to a size of 6ft*3ft in dimension, making it difficult for the contestants to eventually survive on the show.

But that’s not all! What’s up for grabs is the interesting element added to the show and that is a Mastermind. He will have the authority to monitor and outplay the contestants with no rules and regulations. That mastermind will be none other than Producer and ex Bigg Boss contestant, Vikas Gupta. Like an omnipresent dealer, Vikas will have everyone in his sight, controlling and manipulating their moves. The one with the highest space in the room and in audience’ minds, after being locked in for 43 days, will walk away with the title of being the Ace of Space.

Thrilled to be a part of a concept like ‘Ace of Space’, Vikas said, “Viacom18 and especially MTV is like a second home to me. From curating content behind the camera to now being face of MTV biggest project, this has been one enriching journey, we have had some extremely interesting milestones and Ace Of Space is going to top all of them. Ace of Space has a quirky and fun premise which only MTV could have thought of and I am superbly excited to be a part of the show. Having known the tricks of co-existing with diverse people, I am really intrigued to assess how others adjust to contrasting situations, crumbling spaces and most interestingly how they deal with both when I decide to use a little bit of my mind.”

Abhishek Rege CEO & MD, Endemol Shine India said, “Endemol Shine India has been at the forefront of creating differentiated content in the subcontinent and has established itself as the pioneer of captive reality shows internationally. With the new reality format called 'Ace of Space' we aim to take our partnership with Viacom 18 and specially MTV to another level. We’ve also brought Vikas Gupta on board, a brand we created on Bigg Boss season 11 last year as the mastermind who will bring out the best and the worst in the contestants, creating raw and edgy entertainment. This twisted social experiment is a one of its kind which will keep the viewers intrigued and hooked to the show."

As the game will get tougher, bolder and dirtier, the one with the highest space in the room and in the audience’ minds, after 43 days of survival, will walk as the Ace of Space.

Let the fight for the space being, starting 20th October, every day at 6.00 PM only on MTV


Catch all the fun and thrill this October only on MTV starting 6th October!

ABOUT MTV
MTV, world’s premier youth brand, is a dynamic and a vibrant blend of music and pop culture. With a global reach of more than half-billion households, MTV is a cultural home to the millennial generation, music fans and artists.  50 MN fans following MTV across show pages on social media have made it one of the top brands in social influence as well. MTV consumer products are available across 35+ unique categories through strategic brand licensing tie-ups, leading to combined retail sales of 100+ crores present across all key online and off-line channels of distribution. In 2015, MTV also launched its first ever café in the world, FLYP@MTV at New Delhi in India. MTV has a buzzing MTV Live business with properties like MTV Video Music Awards and MTV Bollyland. Aiming to entertain, lead and collaborate with young people through its evocative communication and youth relevant shows like Roadies, Splitsvilla, Coke Studio@MTV, MTV Unplugged, MTV Girls on Top, MTV Love School and keep them engaged through various cause led initiatives such as MTV Rock the Vote and MTV The Junkyard Project. For information about MTV in India, visit www.mtv.in.com.

ABOUT VIACOM18
Viacom18 Media Pvt. Ltd. is one of India's fastest growing entertainment networks and a house of iconic brands that offers multi-platform, multi-generational and multicultural brand experiences. A joint venture of Viacom Inc. and the Network18 Group, Viacom18 defines entertainment in India by touching the lives of people through its properties on air, online, on ground, in shop and through cinema.

For media queries, contact

Aakruti Mehta | 9870578340
Aakruti.mehta@viacom18.com

Aarti Advani | 9819029366
aartiadvani@avian-media.com