But Patil is not apologetic about cherry-picking data. "We are laser-focused on youth. That target audience is a huge influencer and that's why the advertiser buys us. We are not targeting Chunnu, Munnu, Dada, Dadi or the handcart puller."
Sceptics may argue on the contrary, but even TAM acknowledges that MTV is top dog among music channels with a 32 per cent market share, ahead of 9XM at 26 in the period between March 15 and 21. Channel V was much behind with a mere 6 per cent share.
MTV is clearly rocking if you believe what the irate Network 18 Group CEO Haresh Chawla has to say.
He's irate when he's told that rivals believe MTV makes about Rs 50-55 crore (Rs 500-550 million) in revenue but spends too much on its reality shows to be profitable. "We have hit our highest-ever rating and revenue in the last 15 years. MTV makes about Rs 90-100 crore (Rs 900 million-1 billion)," he says snappily, adding that the spot rates for the two shows are sold at a huge premium.
"We are a profitable channel," agrees Patil who has been with MTV for 11 years.
Patil says that MTV's success in recent months is not a fluke but the result of a conscious and well-crafted strategy.
Image: VJ and actress Anusha Dandekar. | Photograph, courtesy: MTV
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