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The
logo for 'Sound Check'
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MUMBAI: To address the varying demands of young consumers
in the present day, MTV is set to launch yet another 'check
point' titled Sound Check on 10 March.
Unlike countdown shows that the network is known for, this
one adds a twist to it with a bunch of funny animated graphic
characters (speakers) rather than a VJ, to offer expert comments
coupled with crazy stunts.
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One
character (a speaker) does the 'snake' dance to others
tunes
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On the lines of fashion based show Style Check and
gadget and gizmo focussed Tech Check, the latest addition
to complete the trio will "review music albums from Bollywood
and International artists for which we have devised our own
unique currency," MTV VP creative and content and GM
Ashish Patil told Indiantelevision.com.
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All
the speakers do the Mexican wave!
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Apart from the cliché trivia and information, these
vignettes of five minutes each which will have five animated
speakers, created by the in-house graphic team, will elaborately
predict the fate of the selected album.
On a five point rating scale, these guys will perform stunts
to depict the success of an album by either shooting themselves
in the head or teaming up to do the Mexican wave and other
such bizarre behaviour.
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Stopppp...This
speaker hates this song!
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Although MTV attempts to bring out its core proposition that
is in sync with the youth funda - 'Enjoy,' Patil says that
behind these comical characters are key MTV programming experts
that will critically appraise the various music albums on
parameters like rhythm, melody, lyrics etc. to determine what's
going to be hot!
Tracking the changing needs of Indian youth, Patil says that
extensive research points to the various touch points that
youth connect with, including style and fashion, adventure,
technology, cricket and even casual dating, therefore the
network has attempted to bring their brand to each of these
genres through an array of differentiated programming.
Although, music is part of the core proposition of the channel,
it currently supports 30 per cent of non-music content with
Hero Honda Roadies, Lycra MTV Style Awards, GPL, Aila Tendulkar,
Semi Girebaal and the likes…. As advocates in identifying
youth trends, MTV will continue to deliver all these different
genres, with wit and humour at the crux of it all!
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