This document provides information on various music and youth entertainment channels in India, including their popular shows and brand integrations. It discusses channels like MTV India, Channel V, and Bindass. For each channel, it summarizes their flagship shows, target demographics, and integration strategies with brands. It also provides the latest updates on initiatives by these channels like partnerships and format changes of popular shows.

1. UNDERSTANDING MUSIC AND YOUTH
ENTERTAINMENT GENRE

2. Viewership share by genre

3. AdEx share by genre

4. MUSIC AND YOUTH ENTERTAINMENT
GENRE

5. Different categories
Youth
entertainment
• MTV
• Channel [V]
• Bindass
Pureplay music
• 9XM
• Mtunes
• Sony Mix
• Mastii
• B4U
Bollywood
entertainment
• Zoom
• UTV Stars
• E24
Trade
• ETC
• Music
Express
• Zing
• Music India

6. UNDERSTANDING OUR TG

7. Audience
Demographics
15-24
Tier I
and II
Psychographics
Period between
childhood and the
time he/she gains
economic
independence.
Rightly tap onto unique issues,
attitudes and experiences that are
common for those between 15 and
24 years of age.

9. JOURNEYFROMAMUSIC CHANNELTOYOUTH GEC
Why?

10. Reasons
To be a youth channel, channel has to
widen the scope beyond just music
Music is a commodity, same content
across other music channels – No
differentiation
Music cannot create appointment
viewing, which is very critical if the
channel has to monetize its audience
through an advertiser

11. MAJOR PLAYERS

12. MTV INDIA

13. MTV has close to…
13 million fans
on Facebook
A million and a
half Twitter
followers
95,000 followers
on Instagram
The website
grabs eyeballs of
20 million visits

14. Few popular shows

15. IN DETAIL

16. India's Next Top Model
Indian adaptation of
Tyra Banks’ reality
show America’s Next
Top Mode

17. Series was hosted by Lisa Haydon, judged by Lisa Haydon and
Dabboo Ratnani and mentored by Anusha Dandekar alongside
image consultant and grooming expert Neeraj Gaba

18. Footprint and Brand integrations
• Timing – Sunday nights, 7
pm
• Episodic ratings
consistently reach 70+
TVTs and weekly episodes
are peaking with 120+
TVTs range
• Rank number two among
the youth shows, only
trailing behind Splitsvilla
• Major brand integrations -
Tresemme, Lakme and
Amazon.
• Tresemme - hair
transformation episode
• Lakme - ‘Make Up
challenge’
• Amazon - wardrobe parter

19. Splitsvilla 8
• Theme - ‘What
Women Love’
• Eight celebrity boys
pitting against eight
non-celebrity boys to
woo 14 girls

20. New about Season 8
More celebrity boys as
part of the format – ex
Splitsvilla and Roadies
winner
New combination of actor
Sunny Leone and VJ and
actor Rannvijay Singh to
mentor the girls and boys
For the first time, the show kicked
off as a bi-weekly, airing on both
Saturday and Sunday at 7 pm for
the first two weeks, thereafter
being showcased every Saturday at
the same time

21. Footprint and Brand integrations
• Seventh season of the
show reached the 100
million viewers mark and
registered 60 per cent
growth over the previous
season
• Ad rate - Splitsvilla ranges
anywhere between Rs 1.30
lakh to Rs 1.50 lakh for a
10-sec slot
• MTV Splitsvilla season 8
has roped in Karbonn
Smart as the title sponsor
• Airtel and Schmitten luxury
Chocolate as co-presented
sponsors.
• Spraymintt, Glam-up,
Bacardi Breezer and
Manforce are the powered
by sponsors.

22. Roadies X2
• 12th season
• The show continues to
rule the genre because
of two factors
• impressive numbers
• strong audience base
available for the
programme

23. Changes in format
• The new gang leaders are actress Esha
Deol, Olympic medalist and boxer
Vijender Singh and television actor
Karan Kundra leaders to join the original
roadie Rannvijay Singh.
• Having a female personality as a gang
leader in Deol itself is a novelty this
season.
• MTV wants to reflect youth power in the
show, contestant was allowed to choose
his/her gang

24. Footprint and Brand integrations
• Impressive opening as it clocked
around 175 TVTs
• The ratings are in CS 15-24 AB
in HSM markets.
• In the sixth week, the show
garnered 139 TVTs.
• Witnessed a hike of 60 per cent
in viewership as compared to
the last season.
• Moreover, its reach increased
from 1.1 per cent in episode
one to 2.2 per cent.
• Hero MotoCorp - title sponsor
• Vivo Smart - associate sponsor
along with traditional long term
partners like Mountain Dew,
Ceat tyres etc.
• The channel has roped in 12
sponsors this season

25. Ad rates
A single 10-second slot on the
show is being offered at Rs
25,000 - Rs 30,000
Roadies demands Rs 15,000 - RS
17,000 for a 10-second slot on
the repeats of the episodes
too(50 per cent of the original
telecast)

26. Pre-launch activities
Launched a mobile
Torrent app where
users can download
complete episodes
Roadies Fantasy
League - which for the
first time will see a
sport-like fantasy team
competition for a
reality show
Roadies Prediction
application - which will
have a betting
environment where
people can bet on
outcomes of the show

27. Post-launch activities
MTV will continue doing
Audiosodes - Podcasts where
people can catch up on what
happened in an episod.
Fast Forward section on its website
which is like a highlights package
and has the entire episode
crunched in around seven minutes

28. MTV Roadies – X4
• To mark this shift from two
to four wheels - MTV
Roadies X2 last year to
Roadies X4 this year
• Title partner – Renault
Duster
• Auditions will start next
month(Nov,2015), will have
Neha Dhupia and Karan
Kundra as two of the
judges.
Generated 60 million online video
views, and had close to 10 million
highly engaged fans on social media

29. MTV Coke Studio
• Coke Studio @MTV
season four is being
telecasted in a new
format this year
• Bringing audio and video
together to refresh
audiences through music
videos
• Moving from episodes to
singles throughout the year

30. Production will include…
Show will include
producer profiles and
the idea behind the
song
It will have studio
sessions and the setup
of the band
Novel element, -
stylized video and
audio told in the form
of a story.
Each of these videos
and audios will release
simultaneously across
all MTV platforms
Deployed across all
audio and video
platforms like YouTube,
Saavn, Gaana and
iTunes by Zee Music.
Re-releasing two
audience favourites
“Madari” and “Kattey”
with new music videos.

31. Footprint and Brand integrations
• 50 concerts and outreach
programmes reaching 100
colleges across 10 cities.
• Registered over 150
million+ reach across all
three seasons.
• On social media platforms,
it has garnered 64 million
YouTube views and 2.9
million Facebook fans
• The global beverage
brand Coca Cola owns the
IP of the property, which
has its presence in other
countries like Pakistan and
therefore the channel does
not resort to other
advertisers coming
onboard

32. MTV Big F
• ‘MTV Big F’ will showcase real
life stories about secret fantasies
and forbidden encounters,
which the society is often keen
on hiding.
• The 10-episode by model and
actor Gautam Gulati, who marks
his debut as a TV host.
Targeted at youngsters, the show will be a
sensual depiction of some of the hole-
and-corner tales of the youth that have
long been kept under wraps

33. • Brings back the amazing feel
of ‘school’ and ‘hostel’ life
once again on TV
• Tale of four youngsters and
their issues pertaining to
relationships
• Shows the life of five friends
who are part of a college
music band
• About friendship, love &
betrayal
• Talks openly same about sex
love, teenage pregnancy etc
• Title sponsor - Engage Deo
and a powered-by sponsor-
Delicca by Vini Cosmetics

34. Latest News - MTV
• MTV India says that it has become the first local curator for Apple’s music service Apple Music.The
music channel will provide Indie Top 10 series, Coke Studio@MTV and theme based playlists along
with plans to introduce music festival, celebrity and seasonal playlists.
• MTV India have chosen the UAE to host a new talent search for unsigned acts across the Gulf.
Bollywood star Luke Kenny will chair the judging panel for the Next Big Thing contest, which is
being billed as Middle East’s “largest South Asian talent hunt”.
• Viacom18 EVP and business head MTV India and Pepsi MTV Indies Aditya Swamy has put in his
papers after a stint of over nine years at the company
• For the first time since it released data, BARC introduced a separate category for the youth
channels, which were earlier placed among the music channels. At the No. 1 spot in the genre was
Viacom18’s MTV India with 14219 Rat (000s)
• Nescafe, the coffee brand from Nestlé, and Viacom18’s youth entertainment brand MTV have
signed a three-year partnership to create a digital-only property called MTV Presents Nescafe Lab

35. CHANNEL V

36. Few popular shows

37. Sadda Haq
• Sadda Haq, is about the importance of
women in a man's world.It is about a girl with
dreams of becoming a mechanical engineer
and how she lives her life on her terms.
• It is the story of a brilliant and curious girl
Sayunkta Agarwal who has harbored the
dream of becoming a mechanical engineer.
• Sadda Haq airs six days a week at 6.30 pm
• TVTs: 165 TRP: 0.98
• Brand integration – BJP ‘brand’ being part
of the shows content

38. Gumrah
• Show tackles issues like peer pressure, the need
to fit in, materialism and the dilution of morals,
thus initiating a dialogue for the youth to
express and address their problems.
• The USP of the show is honesty.
• At present, the show enjoys huge fan following
on Facebook with 24 lakh likes.
• Gumrah airs Saturday and Sunday evenings at 7
pm.
• TG variant ratings: show averages 0.7-1 TVRs on
Channel V (original telecast) while the same show
fetches 1.2-1.7 TVRs on Star Plus in a repeat
telecast

39. Dil Dosti Dance
• A dance-based show that
traces the journey of college
students and their passion for
dance, as they wade through
emotions around love and
friendship.
• It was the highest rated show
when it was launched(2011)
• It garnered TVTs in the range
of 195-200 after a year.
• The show enjoys huge fan
following on Facebook with
more than 25 lakh likes.

40. Dare to Date
• Dare 2 Date is an anti-romance,
anti-mush series where VJ Andy
plays both Cupid and Devil and
pairs together two people who are
the complete opposite of the
other's idea of their perfect match.
• The "couple" are then packed off
to a romantic weekend and sparks
fly as both get to know each other
better. In the end it all comes
down to whether the couple lives
long enough to tell us their story
• TVTs: 65

41. BINDASS

42. Content Slate
• Follows mood mapping strategy
• Moved from being a magazine-format channel to really about becoming a long-format
content storytelling channel with shows like ‘Yeh Hai Aashiqui’, ‘Halla Bol’, ‘Love by
Chance’, ‘Pyaar Ka the End’
• New fiction, Episodic sitcoms, Non-scripted and other reality formats

43. Bindass Naach
• Three young talented minds
wanted to dance on the stage of
World Of Dance Los Angeles
and bindass in association with
BBC Worldwide decided to turn
their dream into reality.
• Showcasing this very thing will
be the new show bindass Nach
• The 10 episode series aired on
every Sunday at 7 pm(since
August 16,2015)

44. Footprint and Brand integrations
• 2.2 million views on the
videos
• Live events -100,000
footfalls.
• The social media has
seen over 2.4 million
conversations around
the concept and
• Roped in Fogg as
presenting sponsor
• Ponds Mens Facewash
as the energizing
partner

45. Emotional Atyachar
• The show is based upon
the loyalty test. Any one
can take the loyalty test
of his/her boyfrien/
girlfriend who doubts
him/her
• Series will follow the
charades of friends as
they get together and
help uncover the plot

46. Zindagi Wins
• It is a show about the
medical world in today’s
times from the point of view
of young 23-year old junior
Dr. Aaliya.
• The Theme of the serial is
based on – How Life Wins
inspite of challenges and
even when there is lack of
hope and shows the human
spirit and aspects in its
victory.

47. Yeh Hai Aashiqui:
• Yeh Hai Aashiqui mainly
deals with love and
relationships and displays the
most unique love stories.
• Depicts the age-old adage
that love is the strongest
emotion and can indeed
triumph despite facing the
most daunting of odds.
• Presented by Glam- Up
• TRP: 0.7

48. Halla Bol:
• Showcases stories inspired
by various real life
instances and celebrates
the victories of women
who stood their ground to
emerge as heroes.
• Featured cases involving
paedophilia, date rape,
gangrape and blackmail
• TRP: 0.3

49. Love by Chance:
• Inspired by true stories of
people who have found love
through serendipity, Love By
Chance is aimed to evoke
just the type of ‘love’ly
feeling that will pluck at
heartstrings every week.
• Aired at 7:00 pm every
Saturday
• TRP: 0.5

50. ZOOM

51. Revamped Zoom – Turn on
• Has all the aspects of Bollywood showcased in a way that will suit the new palette of
the consumers: Fresh, Frank and Unpredictable
• Content strategy on Zoom centres around ‘Bollywood’ and ‘Trends’
• New offerings on Zoom will be shorter format – more like the T-20 of
entertainment
• Vary in duration from a minute-and-a-half to seven or eight minutes to a longer
format of 20 minutes
• Bollywood encapsulated through fashion, gossip, style, humor, news, music,
relationships and more.
• New feature the ‘Progress Bar’ – allow audience to view the exact duration of the
content

52. Fresh Content
Kangana- sharing styling tips,
current trends and insights
into her personal style
statement through the show
"My Life, My Style@Kangana”
Farhan -offer a sneak peek into
his life through On The
Road@Farhan Live' - a musical
journey with his band as they
perform to packed crowds
across the country
Randeep Hooda's show
entitled Man Up@Randeep',
share his insights about what
makes women happy " from
how to interact with women to
what they really mean when
they talk
Zoom will also feature
presenters such as celebrity
blogger Miss Malini " who will
bring her highly followed blog
to life through Kya Seen
Hai@Malini’
Singer and standup comic
artist Sugandha Mishra, who
can mimic 25 voices and speak
eight languages, will deliver
her comical takes on the
entertaining weekly wrap
Funtanatan’
Style Panga@Sushant with
Sushant Divgikar and many
other exciting shows. and
amongst many others like
Hangout @ Maddy' with
ZOOM's very own
Madhureeta.
The new ZOOM will also have
more properties on the channel
like Out of the Closet', Straight
Up', Cut it @ Simi Chandoke',
Quick 5', Postman' and many
more exciting titles giving
viewers the best of both worlds
of Fashion and Bollywood

53. Planet Bollywood
• Brand new avatar - new
hosts will take you
through the up and
downs , hits and misses,
gossip, controversies,
sneak peak, fashion, red
carpet and all that you
wanted to know about
Bollywood and much
more

54. ZING

55. Content slate
• Dub popular Bollywood movies in English
• Spirits of India - The Festivals and will celebrate the distinct flavours of different regions
in India
• Harry Met Sally - feature gossips, events and movie reviews from Bollywood
• Cookery shows - Kifayati Kitchen, The Urban Cook, All About Cooking and FilmiRasoi
• Bad Company - a no-holds-barred talk show will be hosted by Vikas Gupta. The show
will feature actors from the television industry like Ranvijay Singh, Gurmeet Choudhary,
Karanvir Bohra, Kushal Tandon, Divyanka Tripathi and Prathyusha Banerjee among
others.

56. Pyaar Tune Kya Kiya (Season 6):
• The series showcases new fictional
love stories that are filled with
friendship, drama, love and romance.
• TVTs: 112
• Airs on Fridays at 7pm
• The new season PTKK will showcase
new fictional love stories that are filled
with friendship, drama, love and
romance.
• Zing has collected many such
moments of romance and weaved
them together in a series of 13 special
episodes, which will be hosted by
Karan Kundra.

57. PURE PLAY MUSIC CHANNELS

58. • India's first crowd sourced channel
• The content of Bindass Play is based on "mood-mapping”
• Music plays on viewer requests.[
• Bindass Play runs three shows that air playlists curated by the youth through various
platforms like Facebook (Tia’s Request Show), Twitter (Tweet Meri Beat) and SMS (Ishq
Messenger).

59. • English entertainment music channel
• Features long format shows like Pimp My Ride, Buried Life and Fabulous Life
• For mature and older audiences airs melodious Vh1 Classics on the weekends
• Acquired prestigious award shows like the American Music Awards, Billboard Music
Awards, Video Music Awards, and the Grammy’s
• Genres consumed the most on the channel are Electronic Dance Music (EDM) and
soulful pop music
• Airs popular talent shows - Britain’s Got Talent and X-Facto
• Brand associations – Instead of slots, offer customization for various brands in
categories such as jewellery, chewing gum, automobiles and FMCG through on-ground
events and shows

60. • Pepsi, with Viacom’s youth and music platform launched MTV Indies
• Focuses on the indie genre, comprising independent artistes and bands
• Span international artistes and English indie music, besides Indian indie music, including folk,
rock and electronic dance music (EDM)
• Rise in music festivals (such as Sunburn and NH7 Weekender), EDM concerts and TV shows
(like Sound Trippin on MTV and Sound Trekking on Fox Traveller) has strengthened the belief
in the indie music scene
• Branding experts say independent music is a space with potential; So, if a regular music
channel can air 150-200 songs in a day, the new indie channel can accommodate 450 songs
• The content will include more than music — there would be segments on indie films, visual
arts and on how indie artistes create their videos and album art
• Superdry has partnered with Pepsi MTV Indies for a unique music property - Superdry Krunk
Live Sessions, which will brings together some of the hottest young musicians in the country
alongside some of India’s best visual artists.

61. UNDERSTANDING KEY TRENDS
AND INDUSTRY DRIVERS

62. Digitization Regionalization
Growing
importance of
new media
Regulation to
drive growth
Niche formats
Consumer
understanding
Innovation Consolidation

63. Broadcasters, especially in genres such as music, English
entertainment, kids and news, are cultivating multi-screen engagement
among viewers to raise awareness, increase stickiness and to
understand audience preferences better.

64. Online Video Consumption
According to comScore (a
leader in measuring digital
world), Indian internet
population is 205 million, as
of 2013
India’s total video audience
grew 74 percent to reach 54
million viewers with an
average viewer watching 18
percent more videos
It makes India the third
largest internet population
after China and United
States, projected to be the
second largest by 2015, with
330-370 million users.

65. Video andAudio will generate 89% of Consumer Internet Data
Traffic by 2018 (Exabytes per month)

66. Indian internet users - age wise distribution

67. POWER OF WEB SERIES

68. • Web Series are scripted videos,
generally in episodic form that
have slowly gained cult
popularity status online.
• Web series are of various forms
and usually contain both fiction
and comedy content.
• While AIB’s Honest Indian
mocks Indian society’s hypocrisy,
Pretentious Movie Reviews
byKanan Gill and Biswa Kalyan
Rath does a fabulous job
reviewing Bollywood blunders.

69. WHY ARE BRANDS INVESTING IN
WEB-ONLY VIDEO SERIES?

70. Young audiences are moving away from
traditional media and are increasingly finding
their entertainment online

71. Why would somebody want to watch a badly-
written quickly-shot daily episode of an Indian
TV show, when one can watch an entire
season of 'Game of Thrones' or 'The Big Bang
Theory' or 'True Detective' for free?

72. And once hooked to such shows, he/she will
never come back to mediocre Indian content

73. People want to see content which is at par
with the international level.
The whole idea of online getting popular in
India is because it offers good content

74. Primarily targeted towards young educated
Indians between 18-34 age groups

75. Through stories and web-only
series, brands are engaging
audience and establishing the
brand value too
This method will particularly
attract the youth and social
media-savvy generation as they
look out for content pieces that
go viral on social media and
images, memes, videos that are
worth sharing with their social
connections
Brands are paying between Rs 5
lakh and Rs 50 lakh for content
which is between 5 mins to 50
mins
Many brands also have their own
YouTube channels
E.g. Lakme India has a YouTube
channel called 'Be Beautiful' in
which Sarah Jane is seen applying
make up for different occasions

76. Online Content – Different Genres
Kids (through Chu Chu TV) Cooking (Vah-Chef)
Comedy (SNG Comedy,
TVF, AIB, East India
Company), Education,
Travel, and what have you.
Spiritual content is
consumed in the morning
where audio is mainly used
as background content
while going about daily
chores
Bollywood content is
consumed during office
hours and during the
night.

77. MUTICHANNEL NETWORK

78. Multichannel network is one
that operates several channels
on YouTube by collaborating
with content creator
They help clients (channels) on
YouTube in issues like product
promotion, programming,
funding, exposure to increase
views and subscribers,
monetisation of content,
digital rights and much more
in lieu of an agreed revenue
share generated by the
creators

79. MULTI-CHANNEL NETWORKS
OPERATING IN INDIA

80. No. Name Key focus genres No. of YouTube Channels Monthly views
Famous
artists/
channels/
shows
1
MakerGen
Comedy,
Entertainment NA NA
AIB, Kanan
Gill, East
India
Company
2
Rajshri Movies, Food, Music 25+
NA
Rajshri,
Rajshri
Music,
Rajshri
Marathi,
Bollywood
Now,
Hollywood
Now
3
YoBoHo
Kids, Fitness,
Entertainment 100+ >90mn hooplakidz

81. No. Name Key focus genres No. of YouTube Channels Monthly views
Famous artists/
channels/shows
4
One Digital
Entertai-
nment
Entertainment,
Music, Comedy 500+ 70 mn
Sunny Leone, Vir
Das, Papon, Honey
Singh, Sanjeev
Kapoor, Jazzy B and
Anubhav Sinha
5
Culture
Machine
Music, Comedy,
Fashion, Lifestyle and
Kids
240 80 mn
Being Indian,
Bollywood
Gandu,Times of
India, Bombay
Times and media
brands like Fox Star
studios
6
Qyuki Digital
Music,
Bollywood
~200 80 mn*
AR Rahman, Ranjit
Barot, Salim-
Sulaiman, Shweta
Subram, Shraddha
Sharma, Pooja Bedi

82. No. Name Key focus genres No. of YouTube Channels Monthly views
Famous artists/
channels/shows
7
Whackedout
Media
Entertainment, Kids
~500 51 mn
The Jungle Book,
Peter Pan, Lassie,
Iron Man, Robin
Hood and Casper
8
Nirvana
Digital
Entertainment, Kids
and Music ~400 47 mn
Kid rhymes,
Spiritual mantra,
Automotive zone,
Let’s work it out and
Hollywood bug
9
Pepper Media
Entertainment,
Regional, News,
Food and Lifestyle
19 NA
AR Rahman, Ranjit
Barot, Salim-
Sulaiman, Shweta
Subram, Shraddha
Sharma, Pooja Bedi

83. No. Name Key focus genres No. of YouTube Channels Monthly views
Famous artists/
channels/shows
10
Ping Digital
Entertainment,
Fashion, Food,
Health and Fitness,
Lifestyle and
Technology
~160 NA
DJ Suketu (music),
Shanaya Sinner
(fashion), Shantanu
Nimesh (wrestling),
Nipun Kapur
(fashion) and Gitika
Saikia (food)
11
#fame
Fashion, Music,
Comedy, Food,
Fitness and Cricket
~10 NA
Artists: Maria
Goretti, child comic
star Saloni, celebrity
chef Ajay Chopra,
and singer Shibani
Kashyap
Shows: Style Code,
Diva ON Duty,
School of Style and
Some Like it Hot

84. POPULAR INDIVIDUAL CONTENT
CREATORS

85. The Viral Fever
• TVF’s TVFPlay - a new streaming platform
which features the company’s web-series and
shows
• The website has three sections:
• TVF originals - show their drama web-series,
including Pitchers, and Permanent
Roommates
• Qtiyapa Shows - feature the Qtiyapa comedy
shows from their YouTube channels
• Shows We Love. features a number of shows
The Viral Fever loves which includes Malgudi
Days, Byomkesh Bakshi, The Best of Key and
Peele and Monty Python
• Broadly,
• TVF Media Labs is the parent company.
• TVF-ONE is the online vertical that
includes the network of five YouTube
channels, TVF Play, TVF Inbox Office and
the social media platforms.
• TVF-LOL (Live Out Loud) does live shows
popular as TVF College Night Out
• TVF Tube handles television projects.
• TVF MC BC (Marketing Content and
Branded Content) makes videos for
brands. And finally TVF Studios is a movie
vertical.

86. All India Bakchod (AIB)
• YouTube channel that shows their comedy
sketches and parodies on topics such as
politics, society, and the Hindi film industry,
and much of their reputation was founded on
their online presence
• Group of Indian stand-up comedians that
performs comedy shows, organizes comedy
workshops, corporate events and scripts
movie and television shows
• East India Comedy maintains a YouTube
channel that shows their comedy stints and
satires on topics like politics, religion and the
Indian film industry.
East India Comedy

87. Being Indian
• Focused on building content formats and
identities that resonate with their core
audience, that is 15-35 years
• For instance the video “Every Delhi Girl In The
World” which is a hilarious summation of the
funny things and behavioral patterns of a
typical Delhi girl
• Being Indian has been known for its India On
Everything series hosted by the energetic and
creative Sahil Khattar
• Videos like “Pune on Sex”, “Mumbai on
Farting”, “Hyderabad on Being Hyderabadi”
among others, over the time has just
exceeded the expectations in terms of funny
and quirky content from the channel.
• One such video was ‘Mumbai on Net
Neutrality’ that exposed how the youth was
unaware of the issue and at the same time the
video did its part to inform the society.

88. Scoopwhoop
• Creates and curates India specific stories
• Website initially started as a viral content
generating and sharing website but now
the company has also begun serving as a
news portal and also acts as a channel for
sharing and remedying social concerns
• Vagabomb is another content portal from
the house of SW that describes itself as
“an amalgamation of contemporary
writing for the urbane Indian woman. The
quintessential 90’s child. The young,
formidable fire of today’s India.”
Superwoman
• The young lass is Lily Singh aka
IISuperWomanII, a 27 year Indo-Canadian,
who appears to have surpassed the fan
love showered on even Bollywood’s and
Hollywood’s biggest stars.
• Her fan following is totally digital in origin.
She is a YouTube star with more than 5.3
million subscribers.
• Her Twitter handle has around 847,000
followers, whereas 1.7 million track her on
Instagram.
• Her fans mainly are girls between 8-28,
but don’t be surprised if you find a young
man of 19 there too.

89. HomeVeda
• For HomeVeda, the content
strategy is defined as it is in
the natural health and
wellness space
• Its content is further
categorized into alternative
medicine, diet and nutrition
and plans for managing a
user's health using
Khazana by Sanjeev Kapoor
• Features cookery and
food shows
• Kapoor here is dispensing
something far more
fundamental - food and
the know-how to make a
smashing good meal of it.

90. Troubleseeker team
• Group of social networking
enthusiasts, who are trying to focus
on socially relevant issues
• The purpose of these videos is to
expose the reality of how people
react to certain situations
• Platform for prank videos but
gradually began addressing issues
ranging from poverty to racism
• Video titled ‘Harassing a Girl’ from
the Northeast has garnered over 20
lakh views

91. POPULAR WEB SERIES

94. • Yes, the awesome site
ScoopWhoop has its own
web series – Baked!
Produced by Pechkas
Pictures and ScoopWoop
Talkies, the series follows the
story of three Delhi guys and
their entrepreneurial
misadventures in seven
episodes.
• Sony LIV‘s web series stars Kushal
Punjabi and Sukhmani Sadana in a
love story. It follows the couples’ live-
in relationship and challenges in
urban Indian relationship today.
• The show has on board a presenting
sponsor, Integriti, associate sponsor,
Caprese, in addition to radio partner,
Fever 104 FM, beverage partner,
Café Coffee Day, and outdoor
partner, Bright Advertising.

96. • TVF’s Permanent Roommates follows
the story of a couple as they set out
to transform their long-distance
relationship into a live-in one. It goes
through their struggle of balancing
their relationship and looking for an
apartment in Mumbai.
• Brands associated: CommonFloor
• TVF has worked with Freecharge (an
online recharge venture recently
acquired by Snapdeal) to launch
Emotional Atya-Charge
• TVF’s brilliance shining in a pitcher!
Four guys who stumble their way
into building a star-up and their
struggles while getting the venture
funded.
• Brands associated - Kingfisher

97. Tech Conversations with Dad
Tech Conversations With Dad is a series from TVF where every-time kids have
uncomfortable conversation with their dad about some technology.
Brands associated -

100. • A two-part take the big fat Indian weddings,
complete with hidden meanings and innuendos in
a conversation between two sides in a traditional
marriage set-up.
• In their trademark irreverent style, the first part
deals with how ‘eligible’ grooms are always hot
commodities in the marriage market, and how the
bride's put on the backfoot the moment the
moment her family is told that the groom has an
'MBA degree'.
• It takes a swipe at the neglect the girl faces from
her family when they have a so-called well-earning
‘daamaad’ at their doorsteps. The first video
chronicles the initial events and finishes at the
‘Sangeet’ ceremony
• Brand association - Snapdeal and Ola Cabs
• “Man’s World”, a comedy, is a what if on
‘what if women treated men, the way
men treat women’. It is a story about
walking a mile in their shoes, in that
world.
• Joined hands with The Global Goals
campaign to promote the cause of
gender equality in India, as the United
Nations launch the Global Goals for
Sustainable Development

102. Bad Indian
• This web series made in
America, focuses on the way first
generation Indian Americans
juggle the pressures of tradition
and modernity from a female
perspective. “It’s not something
you get to see on mainstream
TV, and growing up, it was
sometimes an isolating
experience. I wanted a way to
bring this community together.”
says producer Janaki Tambe
• Like the name suggests, these
two guys from IIT are out
reviewing movies and how. It’s
not the latest releases that they
are discussing in each episode,
but the most silly and mindless
Bollywood movies that were
ever made. Watch them make
fun of the widespread stupidity
of Hindi cinema
Pretentious Movie reviews
by Kanan Gill

103. TOP WEB SHOWS BY MTV

104. MTV Look
• MTV India has tied up with
grooming brand, Philips
for its digital show “Philips
MTV The Look”
• Share favourite styles, tips
and tricks to create
interesting hairdos, along
with the VJs, in each of the
web episodes.

105. MTV Get Fit
• MTV India has launched a web series called
Get Fit, with national Muay Thai champion
Bala Shetty and VJ Bani J providing fitness
and healthy living tips
• The website currently has eight videos in
an equal number of categories
• Categories are divided into healthy
lifestyle, perfect arms and legs, eat healthy,
lose 2 inches asap, workout from home,
survive a street fight, train for a marathon
and lose 5kgs in 2 weeks with a
corresponding video that is less than 10
minutes long.

106. Ceat MTV Chase The Monsoon
• CEAT MTV Chase The
Monsoon’ - a social
reality show featuring a
21 day biking roadtrip
where 8 riders, in teams
of 2, set out with a
limited budget to
explore the sights,
scenes & life during
Indian monsoons.

107. Bring on the Night by MTV
• This bi lingual web series
which actually aired on MTV,
has a big following on
Youtube
• Show focus’s on the lives and
struggles of a young
entrepreneur and his group
of motley friends who convert
a 200-year-old heritage
building in Mumbai into an
all-night club.

108. WHAT KIND OF BRANDS ARE OPEN TO WORK
WITH CONTENT CREATORS ONLINE?

109. Brands targeting smartphone audience,one’s that
have evolved from the digital space

110. Programming of the content
Depends on the day or time
the consumer is most likely
to watch it.
For spiritual channels, they
plan and launch a Lord
Shiva video such that it
appears on Mondays, which
most Hindus believe is
dedicated to Lord Shiva. ”
On the other hand, videos
on exercise, cookery and
humour don't really require
a specified time

111. Challenges
Challenge is in signing
up with the right
content owners.
If a creator decides to
do a cover and own the
rights to it, there is no
way to pay some sum
and create their own
cover here in India.
There needs to be a
push to create content
in India. For example, if
Full Screen say it has a
contract with Universal
then they ensure that
content creators can
make videos and own
the rights without
having copyright issues.
I
Infrastructure and better
copyrights management
are the two things that
are needed to boost
content creators in
India.

112. Category updates
• Eros has tied up with Anil
Kapoor Film Company to co-
produce an Indian adaptation
of a popular international
sitcom
• The three shows Eros will be
producing are: Khel, The
Client and Ponniyin Selvan.
• Will be released first on the
digital platform first and then
on TV.
• Khel is drama revolving
around the world of cricket
and the Indian Premier
League
• The Client, is a thriller
with Bipasha Basu as the lead
of the show
• Ponniyin Selvan is a period
drama based on a popular
Tamil historical novel by Kalki
Krishnamurthy produced by
Eros’ south division

113. References
• KPMG – FICCI report, 2015
• Deloitte Report – Rise on the deman Content
• http://goarticles.com/article/Youth-Entertainment-TV-Channel-Reaping-Revenue-
Options/7934839/
• http://www.indiantelevision.com/television/tv-channels/music-and-youth
• Bestmediainfo.com
• Gecwatch.com
• Tvnewsforyou.com

114. THANK YOU