Television

Looking inside MTV Nishedh, an initiative to break social stigma

MTV Nishedh will also be available on VOOT

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/01/17/bhumi.jpg?itok=korKtRug

MUMBAI: MTV is attempting to take the bull by its horns. With its new launch it aims to break the stigma around several health-related issues, make the youth aware about healthier social norms, talk about tabooed topics. The MTV Staying Alive Foundation has partnered with Viacom18 to bring a new campaign, “MTV Nishedh” to India. The campaign which has been adapted from The MTV Staying Alive Foundation’s multi-award-winning campaign ‘MTV Shuga', features a 13-episode fictional series.

MTV Nishedh, produced by Mumbai-based production company Victor Tango, will premiere on MTV India starting 25 January every Saturday and Sunday at 8:00 PM and on COLORS Rishtey starting 1 February, every Saturday and Sunday at 10:30 pm. While youth audience will be targeted through MTV, Colors Rishtey will bring the message to a wider audience. MTV Nishedh will also be available anytime on VOOT.

“The marketing budget will be skewed a little bit like this, but it will be based on what is required of the program. We will try and target the people whom we want to reach out to and therefore, we will use digital extensively,” Viacom 18 group CEO and MD Sudhanshu Vats said in a media roundtable while he was asked if marketing will be more digital-oriented.

“We have to see as we go forward, so I think it's important. So basically, depending on how the first one performs, depending on how savvy we are with everything, depending on how committed all our partners are. I'm very hopeful they will be but I think it's incorrect for me to say as of now," Vats commented on the possibility of a second season.

The MTV Staying Alive Foundation executive director and MTV Nishedh executive producer Georgia Arnold also explained how the research went on behind this project. Before starting off anything, they had a talk with the partners about the issues that partners are most concerned about. They also conducted a lot of formative researchs, and particularly in some of the key markets where they are trying to see a change. During focus group discussions with the youth,  they spoke about not only the issues but also about lifestyle. According to Arnold, all of these helped them to build a three dimensional picture of the audience that they are trying to reach.

Moreover, the key story outline was also shared with young people unlike traditional research. The focus group’s inputs were also incorporated in the script. After the filming was done, the entire series was shown to them. In a unique way, the conversations that came up from watching the series was turned into a teaching guide.

However, the social message will be delivered in an entertaining way to keep youth hooked to the show.

Viacom18 also promotes social messages through Colors shows as well. “For primetime Colors, our challenge as of now is the ability to mount a more finite series in because I think India is still not ready for that. Because what happens is our series start building up in six to eight weeks, which is 30 to 40 episodes, whereas some of these shows are only those many in total. So, that is the challenge we have because most of our finite series are 100 or 150 episodes,” Vats answered while he was asked if the approaches are different for MTV initiatives. 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/27/sun-tv.jpg?itok=SQlCBx6-
Sun TV Q4 consolidated revenue up by 12.84%

Sun TV Network has announced its fourth quarter and yearly results for the financial year ended 31 March 2022.

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/27/starsports.jpg?itok=_d0stJrS
Star Sports launches new campaign ‘#ChaseTheRecord’ with Amir Khan

Star Sports Network has launched a new campaign, #ChaseTheRecord, featuring Bollywood superstar Aamir Khan.

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/27/isobar.jpg?itok=nrYemR7n
Sony Pictures Television India & Isobar make spider-man fans tap into the multiverse

Mumbai: Sony Pictures Television India and Dentsu’s Isobar have launched a campaign to give the audience an experience of the multiverse, a physics theory that is barely known to the layman. Through this campaign, the duo has created a multiverse on mobile devices to bring the essence of the movie...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/27/starq.jpg?itok=9jyoL78n
Disney Star registers FIR against piracy group Tamil Rockers, Tamil MV, Tamil Blasters and Pikashow

Disney Star has registered a FIR (First Information Report) against piracy groups Tamil Rockers, Tamil MV, Tamil Blasters and Pikashow on Wednesday at the Bengaluru cyber cell.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/27/vijay-bhanushali.jpg?itok=_XsvhbSx
Shemaroo Entertainment elevates Vijay Bhanushali as deputy vice president

Shemaroo Entertainment has elevated Vijay Bhanushali as deputy vice president – animation, kids, digital, licensing and merchandising. He has been associated with the company for over 14 years.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/26/punit-goenka.jpg?itok=wDumE6xW
Uptake of free DTH has come down since major broadcasters left: Punit Goenka

The uptake of free direct-to-home services has come down since the major broadcaster networks collectively left the platform on 1 April, stated Zee Entertainment Enterprises Limited managing director and chief executive officer Punit Goenka during an earnings call.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/26/zee-hindustan.jpg?itok=jaVhWtIV
ZEE Hindustan launches marketing campaign to create brand recognition

Zee Hindustan has launched a prelude for the marketing campaign with 3D model installation of 8feet tall mic in prime locations of Delhi, Lucknow, and Indore such as Nehru place market, Indore Airport and Lucknow. This is also followed by a brand campaign in Delhi across three metro lines, 300 cabs...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/26/sriram-iyer.jpg?itok=wNDQFgRW
Business Insider’s Sriram Iyer joins CNBC-TV18 as executive editor

Mumbai: Sriran Iyer has joined business news brand CNBC-TV18 as executive editor, according to a LinkedIn update. He will be leading the digital team of the company. Iyer is a senior journalist with over 15 years of experience. He was previously associated with Business Insider India as editor-in-...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/25/rajat-sharma.jpg?itok=RrlgzJUi
India TV's Rajat Sharma has highest number of Twitter followers: Study

According to a study by Muck Rack ‘The 2022 State of Journalism on Twitter,’ India TV editor-in-chief and chairman Rajat Sharma is the most followed verified journalist on Twitter following MSNBC host Rachel Maddow and CNN host Anderson Cooper.

Television TV Channels People