MTV channel in makeover mode

Even though music is its first name, MTV is moving away from the genre a bit to morph into a "youth channel". The new programming will include shows on food, alternative careers, style, etc.

This is part of a plan by parent Viacom, which also owns English music channel VH1 and children's channel Nickelodeon, to revamp its channels following its tie-up with broadcast house TV18.

A niche music channel that started in India a decade and a half ago, MTV has of late been leaning a lot more towards non-music content. It became the first music channel to air the soap, Kitni Mast Hai Zindagi, made by Ekta Kapoor's Balaji Telefilms.

The company says the variety has been profitable.

"We realised that we were a good brand but did not have an effective business model. We remained focused on content with inadequate focus on revenues... Two-thirds of the network's profits come from new businesses," said MTV Networks India Managing Director Amit Jain.

Under the new scheme of things, MTV Enjoy, to be re-christened My MTV, will have a mix of short and long format shows reflecting the attitude and taste of Indian youth. Video jockey Cyrus Brocha will host Eat This, a show featuring the weirdest and craziest foods in the country. Wear the Skin will give viewers a make-over to look like their favourite stars.

Existing shows "" MTV Bakra, MTV Artist of the Month, Big Picture, Kickass Mornings, Daily Download "" will have a new look. Nikhil Chinappa will host MTV Super Select outdoor.

"In the current clutter and multiple choices, it is critical to offer a differentiated proposition to advertisers and viewers. The redefinition of MTV is a step in that direction. It is time to go beyond music and also address the current youth passions," said Jain.

The merchandising division of MTV Networks will incorporate the new positioning.

MTV Network has sought new initiatives such as Viacom Brand Solutions. One of the projects under this was with Nokia.

The telecom handset maker worked with Vh1 on user-generated content for Shot by You, a show in which viewers logged on to the Nokia website, listened to Voice, sung by Indian rock band Pentagram, and shot video clips to go with the track. Vh1 integrated the relevant clips to create a music video.