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General News MTV to offer 10 hours of original content per week
MUMBAI: Youth entertainment brand MTV is upping its original content play with 10 hours of new original content per week. The channel’s original content strategy is built on the back of unscripted content.

The new lineup will open with the fourth season of ‘India’s Next Top Model’, followed by new shows ‘Elevator Pitch’ and ‘Ace of Space’.

‘Elevator Pitch’ is a quirky speed dating show that will see the return of youth icons Cyrus Sahukar and Gaelyn Mendonca to the MTV content fold. Produced by BBC Worldwide India, ‘Elevator Pitch’ premieres on 12 October every Friday at 7 pm.

‘Ace of Space’ is a reality show built on the Darwinian principle of survival of the fittest. MTV has roped in last year’s Bigg Boss finalist Vikas Gupta as the ‘mastermind’ who sets the rules of the game. Based on The Hunger Games, the show will premiere on 20 October every day at 6 pm.

Malaika Arora, Milind Soman, Anusha Dandekar, Dabboo Ratnani and Neeraj Gabba will be mentoring the new crop of fashionistas for India’s Next Top Model Season 4.

Elaborating on the content strategy, Viacom18 Head – Youth, Music and English Entertainment Ferzad Palia explained, “MTV is perhaps India’s longest standing youth entertainment brand. This legacy has evolved through fads, cultural shifts and now even platforms. Over the last year, our TV ratings have doubled and consumption on Voot has grown 3-fold.

“With fresh, disruptive formats and content innovation at the core of MTV, we are home to the country’s most successful unscripted content through shows like MTV Roadies, Splitsvilla, Dating in the Dark, Troll Police, Love School, et al. As we build the MTV universe even further across platforms through increased interactivity and an enhanced fandom experience, we will also cement our position as India’s leading creator of multi-platform unscripted content.”

MTV has claimed that the channel was watched by 400 million viewers in the last one year. On digital, the channel claimed that it has garnered 6 billion watch-minutes on Voot.

The new season of India’s Next Top Model is all set to premiere on 6 October every Saturday at 7 pm. The 4th edition of the fashion-based reality show will celebrate the new age woman through its new transformative and progressive theme of ‘More than a Face’.

The edition will once again see Host and Judge – fashionista Malaika Arora, Co-Judges – India’s first supermodel Milind Soman along with Bollywood’s favourite photographer Dabboo Ratnani, and Mentors – television’s most loved VJ Anusha Dandekar, and Grooming expert, Neeraj Gaba.

The coveted show will once again push boundaries with a plethora of powerful tasks, be it a ramp walk through a skate park or on a revolving ramp disc, ensuring that the race to the top is tougher and bolder.

Airtel Digital HD Recorder / Kerala Vision Digital TV
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