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MUMBAI: 'Mornings suck' says MTV India VP Content and Creative
Ashish Patil. This is the reason the youth channel has decided
to brand the morning slot on the channel 'Kickass Mornings'.
The 7 to 11 pm property will play out a host of different
shows in the four hour block focusing on what Patil calls
the 4 H's "health, humour, horoscope and hits."
Says Patil, "Insights into our youth viewership really
inspired the morning block. We look at the young college going
guy or gal and see what do they worry about the first thing
in the morning. At MTV we call it the 'me'topia- this obsession
with the self. Then there is style which is almost second
skin to the youth. There is health, humour and of course Bollywood."
 Tying
up all of the above is MTV's morning block which will have fresh
packaging and new shows and segments. The creative team has
come up with some great graphics including two female ninja
characters in Kill Bill style that should appeal to the young
men out there, says Patil.
The segment on Health will have MTV VJs Anusha, Rannvijay
and Nikhil doling out quick health tips to jump start the
day. "This is health MTV style - so no Baba Ramdev's
and yoga exercise here."
 VJs
Cyrus Broacha and Cyrus Sahukar will show the viewer how to
get back at that ex-boyfriend, teacher or nagging parent through
one-on-one insults. In fact the channel plans to compile all
the insults the VJs hurl at each other into one compact booklet
that they could give away to viewers.
MTV will also use the interactive mediums of net and mobile
to provide content to its youth audience. The personalized
horoscopes can be downloaded onto the mobile for standard
sms rates by texting one's details to <FAT ASS> at 6882.
Similarly typing in < Wise Ass > will get the viewers
some witty comeback lines. Additionally, the name of the person
requesting the details will be flashed on the channel.
However the USP of this entire block insists Patil is that
unlike other channels which merely play about 60 seconds of
a hit number, the songs played on this block will be full
length videos. "We have exclusive software deals with
various music bodies like Yash Raj films and can play the
complete songs from superhit films like Fanaa or Dhoom."
While the music on the block will be predominantly Bollywood
and Hindi, the music mix will also contain Indipop and international
music.
 For
music channels this breakfast actually sees the maximum amount
of youth viewership. So how come MTV is focusing on this block
only now. Explains Patil, "We've always done very well
in this morning slot, which is why we decided to reinvent
and brand ourself further. The new look and feel of the slot
should appeal to our viewers."
Speaking about the marketing initiatives Patil says, "Since
radio is another medium which sees a high spike in morning
listenership we have tied up with radio stations across Mumbai,
Delhi and Bangalore for promotional activity."
Bringing the experience alive on the digital platform is
the Kickass subscription package. Viewers can sign up to get
their daily quota of health tips and witty humour on the mobile
phones.
 The
success of MTV's morning block with its 18- 24 target viewer
could get the channel to re brand other blocks as well. "All
music channels have these sweet spots. Breakfast time is one
of them. We also see high viewership on weekends when other
GECs are only airing repeats. On Saturday's we have what we
call the Saturday Dhamaal where we premiere new songs. So
its five hours worth of full length music and music videos.
We will also look at other time bands and may revamp them
in about a fortnight or so."
This weekend though Patil insists will be complete entertainment
with Kickass Mornings and 1 April 'Fool's Day' programming
where Cyrus Broacha will do his take on cricketers and the
World Cup on 'MTV Bakra Din'.
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