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MTV to hike ad rates

MUMBAI: MTV India has decided to up its advertising rates even as it beefs up its programming lineup with international format shows.


For the new big-ticket shows, MTV will be demanding a premium.


“We have decided to hike our ad rates. We will also be charging a premium for our power-packed lineup of shows including MTV Crunch (Indian format), True Life, and MTV Grind,” a source in the company said on condition of anonymity.
 
MTV spokesperson refused to comment on the ad rate hike decision. MTV India channel head Aditya Swamy could not be contacted till the filing of this report.


In its revamped position (Stay Raw), MTV plays music and non-music content for nine hours each in a day while the remaining six hours are repeats and other loop content.


MTV is launching three new shows this month. Starting 18 April, it will launch a home grown concept, MTV Crunch. Presented by Docomo, the show will be a daily 24-hour reality show for Internet and mobile audience, while it will be a daily show on the channel.


MTV said in a statement that the concept sports 10 crunchable rooms, 10 crunchable pairs locked in for four weeks with the walls physically closing in on them to become smaller and smaller.
 
Meanwhile, True Life - Real People, Real Stories will be presented by Gorbatschow. It is a docu reality show. The Emmy award winning format show captures the reality and the dichotomy in the lives of 10 young people who have two sides to their personality.


The channel is also hosting ‘MTV Age of Sinnocence’ - the youth marketing forum on 29 April. The move is to revive MTV’s iconic properties – both on ground and on air.
 
It will also launch MTV Grind– customised to the Indian youth, starting 30 April. It will feature the hottest dancers, sexiest bodies in town at the most chilled out pool locations, the channel said.
 

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