The repositioning included re-working the MTV tagline too. MTV Enjoy became It's MY MTV. The logic was simple. Personalisation was in. Wallpapers, mobile ringtones and caller-back tunes were customised.
"It was the young viewer's shortest cut to cool," explains Patil.
The tagline change was also relevant in the context of the entire shift in focus. MTV Enjoy was pure music and fun. But now the channel was ready to broadbase its offering. Thus entered shows based on romance and relationships, career and campus, lifestyle and current affairs. The intent was to make it a youth destination.
In advertising jargon, music television is a snack-in and snack-out category. But MTV's non-music shows were intended to give an impetus to appointment viewing as well.
"Our shows like Simi Girebal and film spoofs were aimed at moving towards appointment viewing. The fact is that a pure music channel is quite limiting," observes Patil. To improve its music content, MTV tightened its playlists too -- it would play only hit songs.
Image: VJ Cyrus Sahukar played Simi Girebal. | Photograph, courtesy: MTV
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