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An
Interview With MTV India managing director Alex Kuruvilla
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"We
are comfortable being a stand-alone channel "
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Posted
on 19 July 2002
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Music channel MTV is all set to stir up some buzz on the
Hindi film scene. Its first venture into the world of movie
making, Bas Yun Hi, will see the channel partnering
with Bandra West Productions. The film is being billed as
a lighthearted romantic comedy. MTV India managing director
Alex Kuruvilla spoke to Indiantelevision.com's Ashwin
Pinto about the film and other issues.
When and how did the idea come about?
Bas Yun Hi is a true partnership in every sense
of the term. The process started a couple of years ago when
we started making efforts to modernise our brand equity.
So we go into clothing through MTV Style, branding products
through credit cards. Being involved with the process of
filmmaking was a natural step since a major part of our
programming is film based. When Raja Menon ( director and
producer of BYH) and Pratap Raju (BYH co-producer) came
to us with the idea we were attracted to it from the word
go.
Through Bas Yun Hi we spotted a window of opportunity
to create a new genre of film, which would mix reality and
fantasy. The film will present everyday scenarios in an
interesting fashion so that the end result is neither heavy
handed nor trivial. We also needed to be sure that it would
fit across the 25 million homes that the channel reaches.
The fact that experienced hands were involved in production
gave us further reassurance. We are in the process of building
up a serious business out of the brand.
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"Based
on the audience reaction to 'The Osbournes' we might
look at producing a 'desi' show along similar lines
featuring a popular personality that the Indian audience
can identify with"
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Is the channel trying to emulate the success MTV has had
in the US with films like Orange County?
Absolutely. However at the moment our core competence is
limited as these are testing waters for us. We have always
been involved with films in terms of contests, promotional
teasers, behind the scenes features but the process always
commenced when the product was ready. Here, we have got
involved at the beginning before even the final script was
ready. At each stage of production, we have been lending
our creative inputs and guidance to all aspects of the film
whether it was the music or the storyline.
What is the film's target audience?
This is a film that will cut across the board. It will hold
appeal not just to the teeny bop generation but to the entire
family.
When will the promos and marketing strategy start?
Until now, our entire energy has been focused on production.
Now we will get into the business of using our marketing
and promotional muscle to create awareness. The process
will roll out in a trickle down manner across various mediums,
be it on the channel, online or even on ground activities.
We are also talking to a couple of companies regarding sponsorship.
Any further film projects in the pipeline?
Not as of now. We are waiting for the response to the film
before we decide upon our future course of action.
What about further programming initiatives for MTV?
A new programming block soul2soul will start airing
next week. This show rides high on the huge wave of health
and mind consciousness that is growing. We felt that we
could add something new by giving our spin to it. In addition
MTV Bakra with Cyrus Broacha will be back with a
bang shortly.
The MTV special, titled Staying Alive: A Global Forum
on HIV/AIDS which featured former US president Billl
Clinton will air on 27 July. The hugely publicised VJ Hunt,
which took place in Mumbai earlier this year, will air on
the channel on 29 July.
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"Through
'Bas Yun Hi' we spotted a window of opportunity to
create a new genre of film, which would mix reality
and fantasy"
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Since the beginning of 2002, how has the channel been
faring in terms of share vis-a-vis rivals Channel V, etc,
B4U Music?
For the past two and a half years, we have managed to maintain
our lead especially in the primetime band and the situation
should continue unchanged.
The channel has started airing the reality show The
Osbournes? Is there any possibility of an Indian reality
show being produced by MTV?
That is something we would certainly look at. After all,
television properties developed at home like MTV's VJ Hunt
have now gone into other countries. Therefore, it makes
sense to scrutinise television show formats that have been
a huge success abroad. Based on the audience reaction to
The Osbournes we might look at producing a "desi"
show along similar lines featuring a popular personality
that the Indian audience can identify with.
Has the channel succeeded in attracting new advertisers
during the course of the year?
The situation has been very healthy on this front this year.
In fact, we have managed to attract companies marketing
financial products like ABN Amro too.
When is the channel going pay?
We are keeping a close watch on the developments concerning
CAS. Once CAS is in place, the entire broadcast scenario
will change, so it is difficult to anticipate future developments.
Therefore, as of now a decision has not been taken.
Reports indicate that Zee and Sony are keen on MTV India
joining their bouquet. Has anything happened on this front?
Not just Zee and Sony but quite a few other parties have
been coaxing us to come aboard. We however, are at the moment
comfortable being a stand-alone channel. If you examine
the television scene, Aaj Tak and BBC World are going from
strength to strength without being strung along with other
channels.
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