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Old 05-23-2009, 06:25 AM
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Default MTV's New Reality Show

The growing number of reality shows on MTV is a result of the new non-music format that the channel has incorporated. The channel that ran a whopping 70% of music content earlier have decided to drop it to as low as 25% by the end of the year.



MTV India GM and SVP creative and content Ashish Patil said, “We still have 45-50% of the grid as music. But our youth audience wants more that just music. They want romance, relationships, style, fashion, campus careers, gadgets, games, etc. And our task as the ultimate youth destination is to be their shortest cut to cool – and to deliver all that and more.”

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Old 05-23-2009, 06:25 AM
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Roadies, which went on to become a cult on MTV and garners the highest TRP rating for the channel reaffirms their faith in reality shows. So will the channel only cater to reality show viewers? Patil explains, “Of course not, as always, we will continue to cater to the youth. We do not want to limit ourselves to formats and genres. At the moment we have many magazine format shows (MTV Style Check), dailies (Wassup), mocumentaries (Why so Cyrus?), interactive shows (Loveline) and lifestyle formats (Fabulous Lives). We are also planning many more.”

Surprisingly, the only time when MTV suffered a setback was back in 2004, when they called upon Soap Queen Ekta Kapoor to direct a fictional serial called Kitani Mast Hai Zindagi, which tanked after just a couple of episodes. So will they experiment with fiction again? “I really don’t know. We’re open to other formats, but only if we find the right idea. We won’t do anything similar to the last 2 experiments we’ve had with fiction, my scars are still fresh from that,” he added.

Regarding MTV’s competition, for example, Channel V has gathered a large following with LaunchPad, which focuses on upcoming musical talent and does not believe in ‘wannabe-ish’ reality content, he says, “We’ve always maintained that we define our competition as anyone or anything that competes for youth eyeballs, minds, hearts and wallets. We are the Dhadkan of the youth in the country and we shall continue to lead, reflect and affect them. We shall continue to have the upper hand on all ‘competitors’-music or no music!”
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