By A Correspondent

MTV has launched its ‘MTV Ka #TVKahaanGaya’ campaign, showcasing the channel’s strength on Viacom18’s digital platform Voot. The campaign notes how the youth is attracted to consuming relevant content at their own pace and time.

Commenting on the campaign, Ferzad Palia, Head – Youth, Music and English Entertainment, Viacom18 said: “The perception today is that the Indian youth spends lesser time-consuming content on TV, which couldn’t be farther from the truth. Time spent on TV content and online video has gone up amongst youth. The MTV ka #TVKahaanGaya campaign is conceptualised from that thought and lands the creative rendition in the quirky MTV style. Over the last year, our TV ratings have doubled and consumption on Voot has grown 3-fold, a testament to our belief that content is the king. Comparing to the previous season, shows such as Roadies Real Heroes have accounted for 42 per cent viewership growth on Voot and MTV Unplugged has seen an increase of 52 per cent, respectively.”

Speaking about youth content on Voot, Akash Banerji, Head- Advertising Video On Demand Business, Viacom18 Digital Ventures said: “Fandom is a phenomenon that transcends platforms and can help brands grow in both linear and OTT. MTV content works very well on Voot and has engaged 30 per cent of Voot viewers till date.”