MTV India, the music channel is all set to graduate to the next level of viewership with real time interactivity.
It has launched four new blocks of interactive programming that will allow viewers across the country to use their mobile phones to interact with the channel as the shows are being relayed.
Laurent Verrier, vice president, Digital Media, MTV Networks Asia in a video conference said: "This will widen the MTV brand and also help us to get into newer formats and be a player in the digital market as well."
The network has launched the shortcode 6882 for this purpose. MTV Networks already has a channel in Holland-The Music Factory that runs 15 hours of interactive programme daily.
According to Vikram Raizada, vice president, marketing and interactive, the focus of MTV Networks India has been two core passions surrounding the youth-romance and opinion.
As a part of the first phase, the channel will see instant interaction on programmes like Doctor Love, Love Letter, Bol Baby Poll and Ha Ya Na.
India is one of the few markets where MTV has introduced the digital services apart from Korea and Japan.This is the second concrete effort from a channel towards interactive television. Play TV promoted by Essel group recently made its debut as a 24-hour interactive channel.