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Viacom 18 launches MTV Kickstart with #StartUpIndia

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MUMBAI: Viacom18 has joined hands with #StartUpIndia, an initiative of the Department of Industrial Policy and Promotion (DIPP) to launch MTV Kickstart - one of India’s largest outreach program for young entrepreneurs in a bid to woo bright young minds brimming with exciting ideas.

MTV Kickstart will be an annual program that will equip the youth of India to start their own business.

What’s more, the initiative will ultimately be taken on the small screen as a reality TV show titled MTV Kickstart. The show will have youngsters fighting out for their pie of the funds from the investors. As a reward, the winners will get seed funding for their idea.

Viacom18 EVP and business head youth and English entertainment channels Ferzad Palia said, “The show that will go on MTV is just a part of the initiative. MTV Kickstart is well beyond the show. It’s all about educating the youngsters in this country who have so many amazing ideas but don’t know how to go about it. When you say the word ‘business,’ several people get intimidated by the heavy jargons. While not lessening the importance of the start-up business, we need to approach the youth in a way that they are not put off with it. MTV being a youth icon with a huge following deemed as the right informal platform to relax the intimidation quotient, bring in a bit of a fun while keeping the importance of the initiative intact.”

Department of Industrial Policy & Promotion (DIPP) secretary Amitabh Kant said, “I am excited about our association with Viacom18’s MTV for instituting a platform called MTV Kickstart. The multi-platform program will help us engage with the dynamic youth of India, help them start-up with ease and inspire a new generation to follow their dreams and become successful entrepreneurs.”

Launched as an annual property, MTV Kickstart is a multi-platform initiative that will start with an outreach plan spanning 52 weeks, reaching out to 300 colleges across the country with media buzz across TV and digital. MTV along with #StartUpIndia will be hosting two-day long Start-Up Festivals across Tier 1 & 2 cities to allow the youth to have personal interaction with India’s top entrepreneurs and investors.

Viacom18 group CEO Sudhanshu Vats added, “Viacom18 has always been at the forefront of being the catalyst of change within the media and entertainment space in India. We are in the business of entertainment that enriches the lives of our audiences through meaningful content and by engaging with them across multiple platforms. We now wish to extend the catalyst role to the start-up space as well by being a part of the journey of young entrepreneurs who dream to create a better tomorrow for India. The government of India has done a commendable job at addressing the need of the hour by instituting initiatives such as #StartUpIndia to encourage young Indians to become entrepreneurs. Through the launch of MTV Kickstart, we are delighted to partner with #StartUpIndia to cultivate a culture of innovation within India and help young minds create exciting new ventures that drive India’s growth story.”

Delivered through engaging and interactive content via television, web, mobile and social media, MTV Kickstart will work towards educating youth about the ecosystem of start-ups. The program will aim to educate through personal and informal interactions with start-up kings, investors, advisory and much more.

 The initiative will be driven by iconic youth brand MTV and will also witness unprecedented media push across the entire might of Viacom18 and Network18 media assets, and be relayed across MTV India channels in over 40 countries.

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