Viacom18-owned youth GEC MTV is targetting substantial viewership growth in 2019 compared to 2018. The channel has claimed that it attracted 700 million views and 3.67 billion minutes of viewership in the first half of 2019, across TV and the OTT platform Voot.
To get to this target the broadcaster has announced a slew of programming initiatives. One of these is ‘MTV Hustle’ which is a rap reality show that the broadcaster has been trying to get on-air for the past three years. ‘MTV Hustle’ is being judged by hip hop artistes Nucleya, Raja Kumari and Raftaar who will mentor and support the contestants.
The channel will also air fresh seasons of ‘MTV Splitsvilla’ and ‘Ace of Space’.
‘MTV Hustle’ will witness 15 rap talents from across India, battle it out through gruelling training and competition to emerge as India’s biggest hip-hop star. JBL presents MTV Hustle, co-powered by Philips One Blade & Breezer Vivid Live Life in Colour and associate sponsor – Hike Messenger will air every Saturday and Sunday at 7 pm starting 10 August.
On the marketing front in addition to print and television promotions, the channel will focus heavily on digital integrations such as crowdsourcing the MTV Swagtantra Rap for Independence Day, collaborate with participants to create raps on topics relevant to the youth, content pieces centred around rappers, campus connect events, etc. Another first will be a multi-city Hustle Cypher activation in Mumbai and Delhi. A 12 hour on ground + Digital contest across five colleges and one public location will culminate into a mega on-ground event where 15 shortlisted rappers will be judged by the best Hip-Hop artists in India.
Banking on its past season with a reach of 131 million, MTV star Rannvijay Singha and diva Sunny Leone will once again host the 12th season of ‘MTV Splitsvilla’. With the theme of Your Best Shot at Love, contestants get the ‘dating app’ derived experience, in reality. Tasks designed to test physical, emotional and intellectual compatibility which empowers them to narrow down their search for the ideal match.
Co-powered by All Fruit Juice, Manforce, Denver deodorants, and Vega Hair Styling Appliances, MTV Splitsvilla X2 is ready to premiere on 16th August and will air every Friday at 7 pm.
MTV will also bring back ‘Ace of Space’ for a second season. It got a reach of 71 million in its first season. Mastermind Vikas Gupta is once again on board. It premieres on 24th August and will air daily at 6 pm.