mtv slash 4xMTV India in partnership with Swipe Telecom, is launching MTV SLASH 4X, a 7 inch, co-branded tablet. This tablet will be the next version of their previously launched Swipe MTV Slash tablet.

It’s powered by 1.3 Ghz Mediatek Quad Core processor and has 1 GB RAM. It runs on Android 4.2.2 Jellybean OS and the seven inch display has a resolution of 1024*600. The tablet sports a 2MP primary camera and a 0.3 MP front camera and comes with 4GB inbuilt memory, which is expandable up to 32 GB. It offers both 3G, Wi-Fi, connectivity options.

Priced at Rs 9,999, the device is expected to be launched on February 1, 2014. It will be available across  major retail outlets like Vijay Sales and Croma. The company claims that the device can also be bought on Swipetelecom.com and eBay at a launch price of Rs.8,990 and on EMI’s for a limited time period. Clearly, Swipe Telecom seems to be leveraging MTV India’s brand and existing fan base to take its tablet to the market.

MTV Slash 4X is supposed to come bundled with two new pre-loaded MTV apps apart from the existing ones. The ‘Count your drinks’ app is an application that keeps a tab of every drink you consume & how much money each friend at the table owes. ‘This Day in Music’ is an application on music trivia. Existing apps on MTV Slash 4X include an updated version of  MTV India app which is supposed to give users exclusive access to all the MTV shows, blogs, videos, web shows, buzz, photos, downloads etc, the MTV Funny app and MTV Hottie app which provides a peek into MTV Splitsvilla contestants across five seasons.

MTV India seems to be looking for more avenues especially digital platforms to dissipate its content to a segment known as ‘screenagers’, who are teenagers moving from one screen to another, consuming content across multiple devices. Unlike other television channels, MTV India seems to be diversifying itself beyond television to be present across devices and digital platforms.

The channel has also been creating exclusive digital content on platforms such as Vine and YouTube. In November 2013, MTV India in association with McDowell’s No. 1 soda had launched an exclusive web series Saturday Night, Alright, an online show targeting youngsters.

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 to or how not to pick up women. Vine allows users only six second videos, which are not necessarily a continuous shot. In May 2013, MTV India and Tata Nano had launched the second season of their digital travel show, Drive with MTV.

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