MTV tunes into cross-promos

Cross-promotion is the new funda for the music channel MTV, in India. With increased competition in the entertainment television genre, MTV is banking heavily on cross-promos to remain top-of-the-mind.

So while MTV IMMIES, its music awards programme, was telecast on Sony, its Budget Fundas on the Union budget earlier this year, made its way onto CNBC as well. Besides Youth Icon, an interactive programme where viewers vote for their icons, was aired on the Hindi news channel, Aaj Tak.

The latest programme where cross-promotion strategy is being used, however, is Fame Gurukul, a talent hunt show, being aired on Sony Entertainment Television. However, this time rather than telecast the same show on two channels (Sony and MTV), MTV has developed special programmes around Fame Gurukul.

Says Vikram Raizada, vice-president, marketing and digital, MTV Networks India: "Our behind-the-scene shows, special interviews with participants and judges of Fame Gurukul give our (MTV) viewers something more than what they see on Sony."

Raizada says that anchors on Sony announce that for special programmes on Fame Gurukul viwers must watch MTV. "We end up promoting each other's channels in the bargain. The association with a popular programme like Fame Gurukul helps both the channels, he adds.

And though there is no tie-up on sharing advertising, the support partners of the programme on one channel are targeted by the other channel too.

MTV is now looking at extending this cross-promotion strategy to its reality show "" Roadies 3 as well. "We are looking at various options of promoting it," admits Raizada. Incidentally, MTV has, for the first time, roped in mobile entertainment company, Hungama Mobile, to develop a mobile game and ring-tones based on Roadies.

"We are aggressively promoting Roadies 3 to take it to newer heights. From outdoors and print, to unique tie-ups and online and mobile interactivity "" it will be promoted in a manner that is uniquely MTV," he says.