MUMBAI: Indian music for the soul and glitterati feast for the voyeuristic eye. That could possibly describes MTV's two new launches, MTV Page 3 and MTV Desi Raj.
Although both are 10-minute vignettes, the similarity ends there. While MTV Page 3 is a fun look at parties and the hip and happening do's, MTV Desi Raj takes the audience behind the scenes of the hottest gigs and bring them face to face with the creators of the Asian vibe.
"It is a 10-minute vignette, so it's breezy and basically gossipy in nature," MTV veejay Anusha offers an explanation.
In a bid to bring some more sizzle on the the small screen --- not that there is any dearth of of --- MTV's Page 3 will be stalking the night to indulge the fascination of young viewers with glimpses into the lives of the rich and famous, informs a company release.
So, whats new ? Isn't there already something like that on the television? "Not really!" avers Anusha.
"For starters, it is a vignette, so that sets it apart. On the other hand, it has got nothing to do with the party that we visit. We will give you a glimpse of the party but the show has more to do with the personalities that visit these parties. For example, for the inaugural episode we have visited Lakme India Fashion week. What we will be showing is not the usual LIFW coverage but we will give the viewers a sneak peek into the post event party that the electronic media hasn't covered," she added.
The channel claims that their crew, after elbowing for space with press photographers, will bring to the viewers real life images of the glitz and glam, the fun and frolic, the naughty going ons and the gossip of the beautiful and glamourous people.
Treated with MTV's brand of tongue-in-cheek humour, MTV Page 3 will air on Fridays at 10:45 pm.
Meanwhile VJ Nikhil Chinnapa will rediscover the Indian sound on MTV Desi Raj, every Friday at 10.30 pm.
The show will be profiling a hot destination for music, every week. The 10-minute show will take the audience behind the scenes of some of the hottest gigs and bring them face to face with the creators of the Asian vibe.
The first episode takes a look at how Indian sounds have consistently influenced western culture and music. "Guys like Ravi Shankar, Nitin Sahani, Talvin Singh, Apache Indian, Bally Sago can be credited with the reason that the Indian music even figured on the world music chart. These guys have surely paved the way for the rest like Outlandish, Rishi Rich, Punjabi MC," offered Chinnappa.
With the format based on storytelling, the inauguaral episode will look at the impact that Ravi Shankar had on global music, including his relationship with The Beatles.
"This has been the age of pop and hip hop. Of late, the music aficionados realised that the 4X4 beat of hip hop matched with that of Bhangra. And hence the popularity of the music," explained Chinnapa about the growing influence of Indian music.
