Lines open as MTV hooks in to mobile interactivity

MUMBAI: MTV India has kicked off a phase-wise launch of four new blocks enhanced by mobile interactivity. Starting today, the music channel will launch four new interactive straps on air in "real time".

This initiative will allow viewers to use their mobiles to react to what they see on screen as well as communicate with other viewers instantaneously.

The four shows being launched are Doctor Love, Love Letter, Bol Baby Poll and Ha Ya Na. In Doctor Love, viewers can SMS DOCTOR followed by their love question to 6882 and instantly get a reply flashed on MTV Doctor Love. Viewers can SMS LETTER followed by a loved one's name and their own name to 6882 in the show Love Letter. A romantic customized love letter will be created get flashed instantly on MTV Love Letter.

MTV Bol Baby Poll features a new topic everyday. To influence the poll meter on air, viewers can SMS BOL followed by YES/NO, their name and opinion to 6882. In Ha Ya Na, SMS HA or NA to 6882 and have a say on the music on MTV. MTV HA YA NA will feature a poll indicator that will be determined by viewer votes.

Earlier in June this year, MTV Japan launched Flux, a subscription-based service delivering entertainment and music via mobile and online networks to consumers in Japan. The new developments in India indicate MTV Network's focus on digital media as well as on India as a key market in the space. Singapore will also be launching their services this week, the release adds.

MTV Networks Asia Digital Media V-P Laurent Verrier says, "India is only the third market after Japan and Korea to launch mobile interactivity. MTV Networks has always been a leader in developing innovative entertainment for new platforms. China and India's time is now, especially for a Network like ours where the target consumers are voracious users of mobile and Internet."

MTV Networks India Marketing & Interactive V-P Vikram Raizada says, MTV Networks has always stood for the shape of things to come, whether it's innovative programming, unique marketing properties, unexpected merchandising and now… mobile interactivity."

However, he reinforces that it's not only about using cutting edge technology, but how it translates into a new viewer experience. "Although we've been reaching out to our audience through the Internet and mobile, platforms that Gen Next is extremely comfortable with, this is the first time they can actually communicate with the channel in real-time."

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