GECs
MTV will go into an online overdrive
MUMBAI: Broadband is the mantra being chanted by the broadcasters as they seek to leverage emerging new media platforms. MTV is no exception. Earlier this year, it had announced an initiative that will take ringtones to the next level. Now it will launch a hybrid channel MTV Overdrive on 25 April.
Available through mtv.com the initiative is aimed at entertaining viewers with both a linear viewing experience and video on demand capabilities in one web-based application.
MTV Overdrive will deliver a sleek, new video screen to viewers at broadband speeds and features exclusive and dedicated content. This will include continuous MTV News updates, artist interviews, music videos, live music performances, original and newly created short-form programming, MTV and MTV2 show footage, movie trailers and much more. ‘MTV Overdrive’ is the latest addition to MTV’s multiplatform strategy, delivering content to viewers everywhere they demand it: on-air, online, wireless, VOD and more.
MTV Networks Group president Van Toffler said, “Like our audience, we are always evolving, finding new ways to create compelling content for breakthrough technologies. Overdrive is a powerful new platform that allows users to have more control over the way they experience MTV. Combining short-form linear viewing with an on-demand experience, Overdrive is a great example of our ability to provide viewers with personalised versions of MTV programming that is available whenever they want it.”
MTV is looking to take advantage of a high percentage of young people who use broadband. To support the new hybrid network, MTV is building a new digital media-dedicated midtown studio at 1515 Broadway in Times Square to produce exclusive ‘MTV Overdrive’ content including regular updates from MTV News and more. The offerings of MTV Overdrive will include
The Lineup: This channel automatically plays when users first engage MTV Overdrive. It includes the highlights of today’s programming including news, music, on tv, movies and more.
News: Exclusive updates from MTV News four times daily, with in-depth features, artist profiles and interviews, political coverage, new music stories, movie and video game news, stories on important social issues, plus much more.
Music: Music will live at the center of the new screen, with music videos, music programming blocks, new artist franchises and clips from the MTV.com Live performance series.
On TV: MTV Overdrive will also give fans behind the scenes access to their favorite MTV shows including original online programming such as the Real World/ Road Rules Challenge Aftershow as well as exclusive show clips from TRL and Punk’d.
Movies: MTV’s broadband network will showcase trailers for upcoming movies, interviews with celebrities, and more.
Channels that will be added later on will include video game culture and personal style. The service will launch with a slate of top-tier multi-platform advertisers including Microsoft, Procter And Gamble and Sony Pictures. MTV Overdrive will be delivered via Windows Media Video and Windows Media DRM.
GECs
Pocket FM partners with Indian Open Pickleball 2026
Audio platform joins forces with major tournament to engage young fans.
MUMBAI: Pocket FM just served up a perfect partnership because when audio storytelling meets pickleball’s fast-paced rallies, even the sidelines start listening. Pocket FM, the world’s largest audio series platform, has announced a strategic partnership with Indian Open 2026, one of India’s biggest pickleball tournaments organised by Global Sports in Hyderabad in association with Pickl’Out and Crosscourts Sports Club.
The collaboration brings Pocket FM’s immersive storytelling to one of the fastest-growing emerging sports in India. Pickleball, known for its accessibility, energy and strong community appeal, is rapidly attracting younger, digitally savvy audiences making it an ideal platform for Pocket FM to deepen its cultural relevance.
Under the partnership, Pocket FM will enjoy extensive on-ground and digital visibility throughout the tournament, which begins on 1 April 2026. This includes centre court branding, venue-wide presence, presenting rights for select matches, player lounge branding, team jersey integration, and strong integration across live streaming and social media.
Pocket FM, SVP and global head for brand marketing and partnerships Vineet Singh said, “Pickleball is building a strong connection with young and engaged audiences in India. This partnership allows us to connect with people in a meaningful way through strong on-ground presence and digital visibility.”
Global Sports and Indian Open 2026, founder Hemal Jain added, “Partnering with Pocket FM adds an exciting new dimension to the experience. As a brand that has built deep resonance with young audiences, Pocket FM is a strong fit for the energy and ambition of this tournament.”
The move reflects Pocket FM’s continued strategy of aligning with emerging passion points and building deeper engagement with communities driven by competition and shared experiences.
In a country where sports and stories often collide, Pocket FM isn’t just sponsoring a tournament, it’s turning every rally into a narrative, proving that the best audio moments sometimes happen when the paddle meets the ball.
