Viacom18’s YME Unit Bolsters 2022 Cross-Platform Content Strategy


Viacom18’s Youth, Music and English Entertainment (YME) cluster comprising MTV, MTV Beats, Comedy Central, Colors Infinity and Vh1 is now ready to offer another range of diverse digital collectibles from its iconic brands such as MTV, Vh1 and Comedy Central. The brand will also launch its first Fully Faltoo short-form video offering, featuring more than a dozen new web shows and fully entertaining snack content, it said in a press release.

‘KaanPhod’, a brand new business division will offer emerging musical artists the opportunity to showcase their talent. The first season of ‘Mic Test’ on KaanPhod, will feature 10 up-and-coming new artists and their original tracks, which will also be made available to viewers on TV (MTV, MTV Beats and Vh1), social and streaming platforms.

The cross-platform cluster promises to surpass its own benchmarks for genre-defining entertainment and legacy shows. India’s biggest and longest-running adventure reality TV show, MTV Roadies, will embark on its first-ever international trip to South Africa with a new host, spectacle elements and palpable surprises. Additionally, MTV Hustle 2.0 will continue the quest for India’s next big rap sensation, in the high-decibel second season of the country’s first-ever rap reality show.

With the unique proposition of “The Inventor’s Challenge”, Colors Infinity expands its library of content and highlights the journey from an idea on paper to a working prototype of the product created by amateur inventors.

Speaking on the clusters’ strong plans for the year ahead, Anshul Ailawadi, Head of Youth, Music and Entertainment England, Viacom18 said: “Over the next financial year, we will be expanding and revamping each property inherited from Roadies to Hustle to Splitsvilla and We will be doubling down on our growing digital presence and releasing a short cross-platform video featuring “Fully Faltoo” featuring “KaanPhod” – a platform to discover and stage emerging musical talent and original songs.

Posted: Friday, March 11, 2022, 10:28 a.m. IST


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