GECs
Monster signs cross platform deal with Viacom Plus
Monster, which claims to be the leading global online careers site and flagship brand of TMP Worldwide, and Viacom Plus, the cross-platform sales and marketing unit of Viacom Inc, have announced an extensive media partnership across multiple platform channels.
The cross-platform deal was created with arnoldMPG, a division of Media Planning Group (MPG) and the media services arm of Arnold Worldwide, Monster’s advertising agency of record.
The partnership will leverage Viacom’s vast broadcast, cable and syndicated television, online and outdoor properties to expand Monster’s overall reach and frequency in connecting with an expansive audience.
Monster claims to have recorded over 43 million unique visits during the month of March 2002. The Monster global network consists of local content and language sites in countries such as India, the United States, UK, Australia, Hong Kong.
The broadcast and cable elements of this partnership involve a powerful combination of CBS, MTV, and VH1, which delivers key audiences for Monster. Interactive displays will appear on MTV and VH1, with the focus being a new innovative promotional campaign for Monster. The promotion includes a contest where participants who submit their resumes to Monster will be eligible to win a “dream job” at CBS, MTV and VH1.
The “dream jobs” include a position as “Executive Producer for a Day” on a CBS sitcom, a co-host role on VH1’s “Top Twenty Countdown,” and a production job at an upcoming MTV event.
Additional exposure for Monster includes exclusive sponsorships on CBS MarketWatch. Monster will be the exclusive sponsor of the show “CBS MarketWatch Weekend,” a weekly syndicated business and financial news show and will have exclusive ownership of “The Monster Report,” a bimonthly show segment dealing with employment and HR issues of the day.
In addition, Monster will develop a co-branded online career center on cbsmarketwatch.com, featuring Monster’s job search, techniques on building a resume and interviewing, and expert career management tips and advice.
MUMBAI: Lights, camera… connection because this time, the game isn’t just about winning, it’s about who’s with you. Sony Pictures Networks India is gearing up to launch a new reality game show, Tum Ho Naa, expanding its unscripted slate with a format that promises both emotion and engagement.
The show will premiere soon on Sony Entertainment Television and stream on Sony LIV, with Rajeev Khandelwal stepping in as host. Known for his measured screen presence and selective choices, Khandelwal’s return to television adds a layer of familiarity and credibility to the upcoming format.
While specific details of the gameplay remain under wraps, the positioning suggests a reality format that leans as much on emotional resonance as it does on competition, an increasingly popular blend in Indian television, where audiences are gravitating towards content that offers both stakes and storytelling.
Khandelwal, reflecting on his return, noted that his choices have often been guided by instinct rather than convention, describing Tum Ho Naa as a project that feels “close to the heart”. His association also signals Sony’s continued focus on anchoring new formats with recognisable faces who bring both relatability and depth.
The launch comes at a time when broadcasters are doubling down on original non-fiction formats to drive appointment viewing, even as digital platforms expand parallel reach. By placing the show across both linear television and OTT, Sony appears to be aiming for a dual-audience strategy capturing traditional viewers while engaging digital-first consumers.
As the countdown to premiere begins, Tum Ho Naa positions itself not just as another game show, but as a reminder that sometimes, the biggest prize on screen isn’t the jackpot, it’s the journey shared along the way.
