Archive for MTV

Empty V ?

Posted in Brand, India with tags , , on May 26, 2008 by manuscrypts

Despite myself, and despite ‘knowing’ the result, I actually sat down and watched the entire finale of MTV Roadies 5.0!! No, please don’t judge me, even when i say that i was completely engrossed and matched the MC, BC, F*** (for the tasks) that the participants indulged in, much to my wife’s annoyance, i think. Well, to be fair, won’t seeing people kiss an iguana so that someone else can walk away with the prize money make you talk that lingo?

Roadies must definitely be attractive to the target audience for it to spawn a total of five versions.  I remember writing a post a while back on MTV’s customised solutions for brands. Roadies is a perfect fit for Hero Honda, and I’m sure Superstar would have bettered Ibibo’s brand recall at least a little bit. And sometimes the reverse happens too, like the ‘hijacking’ of Youngistan on MTV every morning. Everything from the RJ to the ticker screams MTV, even though its a Pepsi catchphrase.

Meanwhile, this is an interesting point of view on the programming. But I think the programming also shows the evolution of MTV. My first recollection of MTV is a music channel, along with VJ Nonie 🙂 Do i still see music on MTV? Of course, mostly Hindi music, which in itself is a change from the initial English only programming. That, i think is only because it stands for Music Television, for i somehow feel that quite sometime back, MTV changed its core DNA component from music to youth. Maybe, even at the time of origin, music was only the best way to reach out to the youth. And having built a brand like MTV, its really risky to go for a name change.

MTV now is more a huge bunch of reality shows each giving youth a platform for showcasing their talent or 15 minutes of fame, whichever way you see it, and each working on different verticals – Bollywood (superstar), Adventure(?)(Roadies) It makes sense because music is more of a commodity now, available across multiple platforms, easy to replicate. But continuously shifting gears to keep in touch with the target audience, like MTV seems to be doing, is difficult. Which could be the reason why, (at least to me) Channel V’s attempts with Get Gorgeous have not appealed much. That and the fact that their shows are more based on the VJ, the music remains the same. So, other than, say a V on Campus, its just repackaging. Or maybe that works too?

until next time, is reality a musical?

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Impositioning

Posted in Advertising, Brand, India with tags , , on January 30, 2008 by manuscrypts

No, thats not an opposite, more a reminder of the days in school when we were made to write a spelling or a multiplication table multiple times in a bid to make us memorise it. Can’t remember if it worked, though the Bart Simpson version of imposition during the Simpsons titles works for me 🙂

But we aren’t a sitcom blog, so the blog title refers to the stance taken by a lot of brands as far as positioning goes. While i do not even contest the importance of positioning during the launch of a product, i definitely argue on hanging on to a positioning, especially if it is in the form of a tagline. This is an era in which brands are being forced to re-consider their existence strategy on the face of a changing media and user landscape, and to carry on a love affair with a tagline might be absolute harakiri.

My favourite examples of  brands which have reinvented itself consistenctly, and been succesful at it would be Pepsi and MTV. Pepsi was cool when they made iconic lines like ‘Yehi hain right choice baby’, ‘Yeh Dil Maange More’ , ‘Nothing Official about it’, and they’re still cool when they make Shah Rukh an ‘uncle’, even though some people refer to it unfairly as an ad for SRK’s and John’s toilets. MTV was hot when Nonie (sigh) used to be around, and still is er, with Cyrus ;). The difference between the two youth brands is that while pepsi could not change the product, and has to resort to positioning and packaging and other innocations like say, gaming to keep being cool, MTV had the liberty to change content to suit a changing young generation, but both have done a commendable job without hanging on to lines for too long.

Look around, and you’ll see taglines which are redundant, and ones which cause more harm than good. This is a case in point. I wish the energy and time spent on evolving catchy taglines would also be spent on making better products and delivering better service. Rather than trying to impose a certain point of view on the audience’s mind by repeating catch phrases for years, wouldn’t it be much better to deliver a good product/service and communicate it effectively in the right context?

And yes, the reason Bart’s imposition works for me is because he changes it in every episode and still keeps it funny. He evolves.

Of content being king

Posted in Advertising, Brand, India with tags on December 20, 2007 by manuscrypts
actually in this case, what triggered the post was a queen. For those of you who haven’t been watching MTV, do take a look at this.
While I’m not sure about the origin of their latest positioning (its my MTV), and how their content is fitting in, I’m sure that as far as their advertisers go, they’ve been at it for a while – creating customised ads for clients that pass on the client’s brand attributes in absolute MTV style. I remember the stuff they had made for Xbox, and recently, the Vodafone song, though i didnt find that very appealing.
In an age where every ad practically screams out for the customer’s mindspace, the MTV brand of humour is definitely a differentiator. I’m sure a lot of my friends might watch MTV to see glimpses of Rani Bonkeshwari (the link earlier) 🙂 , and that is where MTV scores a win-win. I really hope they don’t overdo it, and keep giving us stuff thats good.
and i bid adieu while you enjoy