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MTV India Launches Web-Only Series

MTV India in association with McDowell’s No. 1 soda has launched an exclusive web series Saturday Night, Alright! starting from November 11, 2013. It will be an online show targeting youngsters.

MTV India has said that the show will feature protagonists who get together at the end of the working week for drinks and discuss friendship, love, bosses, relationships, sex, cricket, politics, among others. It will be a 12 part series with each episode made for a duration of 10 – 12 minutes. The length of the episodes will be short and concise to keep the audiences interest levels intact, says the company’s press release.

saturday night alright

Viewers can log on to www.mtvindia.com/SNA every Saturday to watch a new episode of the show. Apart from that, the show will also be hosted and distributed through MTV India’s and McDowell’s No1’s digital platforms and social media properties. It seems that company intends to also reach out to the digital audience of McDowells No 1 soda throug this show. MTV India claims that its digital platform currently reaches out to over 20 million people.

Other web shows of MTV India:  MTV India has been creating exclusive digital content as part of its content strategy for a while now. Speaking to Medianama, Ekalavya Bhattacharya, Digital Head of MTV India had earlier said that the channel’s digital strategy has been shaping its content strategy since the channel intends to cater to a segment known as screenagers, who are teenagers moving from one screen to another, consuming content across multiple devices.

In August 2013, MTV India had started creating videos on Vine, the video platform from Twitter, for its show ‘Pick Me Up’ featuring VJ José Covaco, telling you how or how not to pick up women. Vine allows users only six second videos, which are not necessarily a continuous shot.

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In May 2013, MTV India and Tata Nano had launched the second season of their digital travel show, Drive with MTV. The company had claimed that 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. The team with the highest social media response, team Nano North won Nanos at the end of the show.

Episodes of the channel’s reality show, Roadies with content not aired on the main show, was launched on the web. Sentiment analysis of the social conversations around these episodes were tracked to give data to the programming and editing team, who in turn gave more air time in the following episode to the contestant driving maximum social conversations.

Also worth a read: our interview with Bhattacharya:
Part 1: How MTV India Is Changing Its Content Strategy With Digital
Part 2: TV & Web Don’t Have Separate Audiences

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