MTV To Serve 3 New shows on Digital Media Only. Is It Time?

MTV India is getting aggressive on new media and unlike other TV channels that use new media for promotion purposes MTV is using it to air its new shows.

MTV has announced 3 new shows:

  1. MTV Rant will premiere only on mobile phones and will be about tearing apart random issues/news and opinions.
  2. MTV What the Hack, a show on hacking and the ways to do it, will be aired on the web (www.mtvindia.com).
  3. MTV Acting Classes will premiere on its voice portal on 5056882 on mobile.

The move seems to be very bold but the question remains is Indian public and communication infrastructure ready for this. How many Indians have Internet speed to see videos online? And how many would use a voice portal at Rs.6 per min to learn acting on audio?

UTV had earlier launched an audio cinema service on voice portal and they expect people to listen to old movie dialogues and songs at  Rs.360 an hour. People who can afford that price usually have  a high end mobile set to store their favourite movie in video format with them.

Do you think MVAS companies or digital media strategy consultants are selling about just anything to main stream media companies? Or is it the pricing set by telecom companies that is at fault? Is it that the companies are preparing themselves for a big price fall of premium services?

[Naman is a startup enthusiast and has worked with couple of Indian startups as Product Manager. He is the founder of FindYogi]