MAM
MTV’s ‘Pyaar Vyaar and all that’ funda on mobisodes
MUMBAI: Mobile is going to be a big part of MTV’s upcoming launch Pyaar Vyaar and all that – its second experiment at using the soap formula to get in appointment viewing.
The mobile platform is being used as a key driver to promote Pyaar Vyaar and all that and MTV is hoping that using mobisodes will translate into success, Says MTV Networks India, VP marketing and digital, Vikram Raizada.
Gaurav funda: Sex, Lies and etc…
Says Raizada, “This is the first time that a broadcaster is exploring the mobisode option for a soap.” The series of short mobisodes of the teen soap opera last about 20 seconds each and offers users the chance to download a short preview on the same day each episode airs on the channel.
MTV has tied up with AirTel and Hutch cellular operators for this purpose. The mobisodes will premiere on 14 November, the same day the teen soap is launching.
The channel is hoping to use the mobile platform as a marketing tool for delivery and distribution of the programme aimed at the youth. Raizada avers, “The show fits the bill as mobile episodes as it is targeted at teens. And you can hook to the consumer around the clock.”
Users will also be able to download the signature tune of the programme as a ring tone, graphics, screensavers, logo and games of the characters designed, which promptly provides other means of advertising the show and reaching the target audience.
MTV is looking at benefiting from the signature tune of the show as well. The channel is also launching a music video of the title track Pyaar Vyaar and all that sung by Bombay Vikings.
Besides using the new media, the traditional media is also being exploited ahead of launch via hoardings, bus shelters, magazines and print publications.
The channel has also tied up with FM stations Radio Go 92.5 in Mumbai and Radio City 90 in Delhi. The channel is also launching a contest – Apka Funda Kya Hai? Through the contest, the participants can express his/her views on various issues. Raizada does not rule out tie-ups with other FM channels in other cities as the show progress.
Pepsi is the main sponsor of Pyaar Vyaar along with Hero Honda `Glamour’ Mentos, Hyundai and Lifestyle (style partner).
The channel will be using the titles of Warner Music, which will be a unique feature of the progamme. The usage of popular English songs from A-List performers like the Backstreet Boys, Micheal Learns to Rock, Mariah Carey, Brian Adams and the like will be the background score to the storyline, says MTV Networks, director programming and talent & artist relations, Ashish Patil, “This will be different from the current fare of soaps.”
Besides, addressing teenage issues, the programme, which has Goa as the backdrop, would be presented in a season format whereby the first season comprises 40 episodes.
The show, which will air from Monday to Thursday at 8 pm, will have a good amount of repeats for the first two weeks, Patil says, mainly for sampling. Later the programme will have two repeats; one at 11 pm the same day and the following day at 1 pm, Patil points out.
MTV India’s mobile play follows similar activity done earlier by MTV Networks International, which tied up with Motorola to launch an entertainment series for cell phones throughout the Asia-Pacific region, Latin America, and Europe. The series of eight short mobisodes of Head and Body, which last about two to three minutes each, feature comic sketches involving a man whose head is detached from his body and his various mishaps as he tries to keep them together. These mobisodes will be available through Comedy Central in the US.
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33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
