MTV announces 3 new shows; 10 hrs original unscripted content a week


Leading  youth entertainment brand MTV has announced a daily and a weekly new show, plus the fourth season of a popular on-going series. The new shows comprise of 10 hours of original unscripted content, and include the fourth season of India’s Next Top Model, plus new weekly Elovator Pitch and new daily Ace of Space. These unscripted originals will drive MTV’s aggressive content strategy in a bid to further cement the channel’s grasp over young India with 400 million viewers having tuned in to the channel, and 6 billion watch-minutes having been garnered on VOOT in the last one year alone.

Instant standouts in the new lineup

image-Ace-Of-Space-and-India's-Next-Top-Model-three-new-original-unsc-ripted-shows-on-MTV-India-MediaBrief-1Last year’s Bigg Boss finalist Vikas Gupta as the ‘mastermind’ who sets the rules of the game in the new reality show Ace of Space built on the Darwinian principal of survival of the fittest. To our mind, Ace Of Space will be an upmarket and far more aggressive  version of BIGG Boss, and is the show to watch out for. It’s a strong concept, and a daily at that.  And they’ve scheduled it at 6 pm.

Other standouts: the fact that the focus cohort of Season 4 of India’s Next Top Model will  be the new-age woman. How MTV’s youth content team, already veterans of shows like Roadies, Splitsvilla and Dating In The Dark will present the new-age woman and combine her with a show like India’s Next Top Model… one expects riveting, angular and very edgy stuff there.Oh, and Malaika Arora, Milind Soman, Anusha Dandekar, Dabboo Ratnani and Neeraj Gabba will be mentoring the new crop of fashionistas on the show.

image-Elovator-Pitch-three-new-original-unsc-ripted-shows-on-MTV-India-MediaBrief-1And then there’s the unique concept of another unscripted original content show, Elovator Pitch – a quirky speed-dating show that will see the return of Cyrus Sahukar and Gaelyn Mendonca to the MTV content fold.

What’s the show about? 10 boys on 10 floors and one beautiful girl in an elevator – Elovator Pitch will take the idea of speed dating to the next level.

Giving romance a fresh and quirky definition, the show’s unique concept will have 10 boys on 10 floors. At every floor, a man is revealed at the other end of the elevator door. The girl on her way up encounters these men who try to woo her in their limited time. Towards the end of it the girl must shortlist three boys out of the lot and decide to go on a date with one. Likewise, 10 girls await a boy on every floor for a chance to woo him.

Ferzad Palia – Sr EVP – MTV

Ferzad Palia, Head – Youth, Music and English Entertainment, Viacom18, said about the content strategy announcement, “MTV is perhaps India’s longest standing youth entertainment brand. This legacy has evolved through fads, cultural shifts and now even platforms.”

“Over the last year our TV ratings have doubled and consumption on VOOT has grown 3-fold,” Palia said, adding, “With fresh, disruptive formats and content innovation at the core of MTV, we are home to the country’s most successful unscripted content through shows like MTV Roadies, Splitsvilla, Dating in the Dark, Troll Police, Love School, et al. As we build the MTV universe even further across platforms through increased interactivity and an enhanced fandom experience, we will also cement our position as India’s leading creator of multi-platform unscripted content.”

From appeasing a viewer’s adventure appetite to helping one escape dating failures and even teaching the youth lessons of love, MTV has got well and truly into and epitomized the universe of the young in Indian television.

The channel has propelled a host of youngsters to their aspirations with the introduction of India’s first and longest adventure-based reality show – Roadies. Exploring concepts like dating and relationships, MTV made love and romance a talking point amongst the youth as it tapped into the pulse of its audience with edgy and sensational content in shows like Splitsvilla, Love School and Dating in the Dark.

So here are the broadcast schedules for the three new shows. OK, two new shows and  a new season of an existing one:

  • India’s Next Top Model premieres on October 6, every Saturday at 7PM
  • Elovator Pitch premieres on 12th October, every Friday 7 at PM
  • Ace of Space premieres on 20th October, every day at 6 PM

Your thoughts, please