To widen its online audience, Viacom18 Media, the joint venture between Network18 group company IBN18 Broadcast and Viacom Inc, has entered into an exclusive deal with video aggregator A2Media ( to take content from its channels MTV India, Colors, VH1 India, Nickelodeon to other websites.

Reality shows such as Bigg Boss, Fear Factor-Khatron Ke Khiladi, serials like Balika Vadhu and MTV India’s Roadies and Splitsvilla will be pushed onto iStream’s portal partners – sites such as YouTube, Dailymotion, MSN, Jagran/Yahoo, Indiatimes and Sify.  Archived shows that are no longer running, such as MTV Bakra with Cyrus Broacha and MTV Loveline with Malaika Arora will also be made available online.

iStream currently distributes video content from 20 broadcasters including TimesNow, ETNow, Sahara, NewsX, Kairali TV (Malayalam channel), Raj TV network, India TV, Zoom TV, IndiaVision TV, Jeevan TV, Punjjabi TV online.  It has also recently partnered with Dainik Jagran for videos on the Jagran-Yahoo site.

Pirated Videos Of TV Shows To Be Pulled Down?

iStream will also be involved in deleting user generated content or pirated clips of TV shows from YouTube. Radhakrishnan Ramachandran, Founder and CEO of, said, “All content owners have two options – they can monetise page views or pull down other pirated content. We do help our content partners bring down piracy.”

Monetisation Of Videos

Ali Hussein, Director, Digital Media, Viacom18, told Medianama, “The monetization (of videos) could be in isolation via the advertiser model, else via a packaged approach on our shows via the sponsorship model also with advertisers.” Also read: MediaNama’s interview (Part 1 & Part 2) with Ali Hussein on online and mobile monetisation, social media, advertisers, his voice strategy, Mobile TV, online music, and the company’s operations.

MTV India Website By April is set to get a redesign, which Hussein earlier said would be designed to allow users to use it as a landing ground, visit other sites and return to it. The new design is still under development and the website will relaunch “just prior to the start of the next financial year,” Hussein informs. Just for kicks, we searched for MTV India’s older versions of its website. Take a look at the changes over the years: the first is of screenshots from 2000, 2001 and early 2004.

Screenshots from December 2004, 2007 and now (2010).

Related Provides Video Content To MSN, Sify, Bebo, YouTube, Dailymotion