NEW DELHI: Music channel MTV has forayed into everything from shoes to credit cards and mobile phones
to provide a �different revenue stream and touch base with the audiences', says Viacom 18 vice
president (Communications and Consumer Products) Sandeep Dahiya.
However, in a brief interview with Radioandmusic.com, Dahiya insisted that music-based programmes
will remain the focus of the channel.
He also said that the channel was now more of a youth channel than a mere music channel, and was
reaching out to 36 million households and was aiming at the 15 to 24 year old age group.
He said that MTV today was playing �100 per cent Indian music', leaving VH1 to relay international
music.
MTV stepped into other markets in 2002 with the MTV Credit Cards. Since then, it has gone into
apparel design and MTV gear, Airtel SIM cards, �Masala' watches, holiday schemes, bed sheets, gifts
and novelties, shoes, notebooks, printer and copier papers, and sun-glasses. Its latest entry has
been into mobile handsets with Micromax to provide a range of best music in 3-D surround sound,
Dahiya said.
The instrument had been displayed last week by MTV VJ Ranvijay to the tunes of the MTV Rock On
contest winner Saadhak at a function attended by Dahiya and Micromax Executive Director Rahul Sharma.
The instrument will have hand-picked Indian and international music from MTV.
Dahiya said the agreement with MTV was on a year-to-year licensing deal but extendable. He said
royalty will also be paid by Micromax on every set sold by it, though these will be on �special
rates'. He said the instruments would also be sold at stores selling MTV products and music.