MTV India and Tata Nano have launched the second season of their digital travel show, Drive with MTV; The first season of the show showing four teams of contestants on road trip across the country over a period of 21 days, was telecast entirely on the web and had 1,41,000 tweets and other social media content generated around it, it claims. The team with the highest social media response, team Nano North won Nanos at the end of the show. We spoke with Ekalavya Bhattacharya, Head of Digital, MTV India to understand their digital strategy. In this first part of our interaction with him, he spoke about how digital is changing their content strategy, the relationship between TV & digital and the challenges with doing shows that are digital only: Digital Strategy & Programming MediaNama: How is MTV changing as a TV channel? How important is social media to its core strategy? Bhattacharya: We are now pretty much catering to a segment called screenagers, who are teenagers but are people who move from one screen to another consuming lot of content across devices like mobile, web, tv, tablet and iPad. As a media channel, we can't ignore platforms where the youth is. Social media is not just a marketing strategy for us but it is also changing our content strategy. When a guy is glued to Facebook all the time, it doesn't make sense to ask him to switch to TV to just watch a show. It wont work. Digital strategy brings…
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