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.
One character (a speaker) does the 'snake' dance to others tunes
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.
All the speakers do the Mexican wave!
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.
Stopppp...This speaker hates this song!
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!
