MTV's Loveline to continue with BPL Mots for brand building image

MTV is pumping more life into its Loveline. The channel, which had tied up with Citibank and BPL Mobile last year, has announced its second tie up with BPL. The Mots MTV Loveline Twin Card is targeted at youth for whom credit cards and mobile phones are a big status symbol. Priced at Rs 474 for a twin pack, the Loveline cards are available at more than 3700 outlets in Mumbai and are to be soon launched in other BPL Mobile circles in Maharashtra, Kerala, Goa, Tamil Nadu (excluding Chennai) and Pondicherry.

The idea is to promote the channel's 30 minute interactive show MTV Loveline which shows popular love songs while agony aunt and uncle duo Malaika and Cyrus Broacha advise callers on their love and romance problems. As an incentive, calls between these Mots card numbers will be rated at 50 paise per minute from 8 am to 10 pm and at 25 paise from 10 pm to 8 am. All other charges on this card would be the same as for regular Mots which have just been slashed (this includes the new revised airtime rates of Rs.1.85 per minute and lower rental on all the recharges giving almost 50 per cent extra talktime value). Another facility offered on the MTV special cards is that a subscriber can change his twin number at an additional charge of Rs. 50. This new number has to be a BPL Mobile or a Mots number. Offers on MTV Style clothing and accessories have also been thrown in as part of the package.The channel had last year, formed tie ups with Citibank and BPL Mobile allowing youth to get discounts on MTV merchandise as well as priority on tickets for MTV events like concerts and award shows.

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