Exclusive | 'MTV India' evolving with newer concepts: Vikas Gupta

MTV India, the channel which specializes in programming music, reality and youth culture based shows is not only a channel but a trendsetter too where formats like Coke Studio, Roadies, Splitsvilla have become the rage with the young generation . Today’s impatient youth is always on the lookout for change and innovation in their lives and MTV India caters to their needs with their differentiated programming.

MTV appointed young and passionate professional Vikas Gupta as Programming Head of the channel in February this year. Gupta started his career as a trainee with Balaji Telefilms and then moved on to DJ’s Creative Unit as an associate creative head.  Later he re-joined Balaji Telefilms as an associate creative director and was associated with shows like Kis Desh Main Hai Meraa Dil and Kitni Mohabbat Hai. He started out with his own production  banner A Lost Boy Productions three years 

back which has produced shows like Channel [V]’s Gumrah , The Serial (co-produced with Balaji Telefilms); and Bindass’ Yeh Hai Aashiqui.

In an exclusive interaction with Adgully, Vikas Gupta, Programming Head of MTV India, shared his insights on the current programming of the channel, thought behind reviving the concept of MTV Bakra and the show line up on the channel.

MTV always experiments and innovates for their viewers in terms of new content. Expressing his thought on this he said, “Everyone has concept but how excitingly you can present the concept for your viewers is what we always try to do. We believe in entertaining the audience by presenting exciting content.”

MTV has always believed in setting new trends. Briefing us on his recent association with Balaji Telefilms and how these associations have worked well for the channel he shared, "Trends are to be followed and once trends are successful they are being followed on multiple levels. We are following are own trends with this association as we started with ‘Haunted Weekends with Sunny Leone’ which worked really well for MTV India.  We wanted to do something for MTV Bakra and right now we are doing MTV Jhand Hogi Sabki conceptualized in association with Balaji Film’s upcoming movie Kuku Mathur Ki Toh Jhand Ho Gayi.”

MTV Bakra is one of the most known property of MTV India which is based on the classic hidden camera show 'Candid Camera' and was an instant hit as it brought humor and fun to the small screen. 

Gupta shared how they intend reviving the format with MTV Jhand Hogi Sabki and their forthcoming plans to launch the show. “All these formats are only possible when you have more lines coming together with the same goals which make the content exciting.  By adding newer concepts MTV is not changing but evolving. No one can stay constant and with the evolving nature of MTV, things which were considered cool in the past have become even cooler now.  We are reviving MTV Bakra with MTV Jhand Hogi Sabki and also doing different programming with our shows hence viewers will see loads of surprises in this season of Splitsvilla season 7,” he explained.
Presently the channel is experimenting with the MTV Bakra concept with 5 episodes and post audience response to this 5 episode series, the channel will decide whether to work on it further or launch a new season of the original MTV Bakra.

When it comes to working on a format the challenge a channel faces is to make one which suits the taste of the Indian viewers. On a concluding note Gupta sharing his viewpoint on the same said “At MTV India, all our shows have the right amalgamation of Indian-ness in terms of concepts. As part of their show lineup, MTV has Splitsvilla Season 7 coming soon and the channel is also working on a show titled Fanaa, a remake of the US hit series Vampire saga- The Vampire Diaries, with Karan Kundra and Ratan Rajput in the lead.”

Fanaa is slated to release this year on MTV India and will be produced by BBC Worldwide Productions.

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