Roadies and Splitsvilla rake in the moolah for MTV

The two shows between them attract almost all youth advertisers in the country

They are among the longest-running reality shows on television. And advertiser as well as viewer response suggests that the two shows - Roadies and Splitsvilla - continue to be attractive TV properties.

While music and youth channels in general are struggling to attract advertisers and find their identity in the ever-evolving Indian television industry, Viacom18's youth entertainment channel MTV seems to have found its footing quite firmly. Positioned as a dynamic channel that mirrors the trends and emotions of today's youth, the channel banks extensively on both shows to achieve this.

At a time when reality shows have become a norm and viewers have an almost constant supply of it day in and day out, both the shows have managed to enter their ninth (Splitsvilla) and thirteenth seasons (Roadies) with no hitch at all. Both the shows have seen ad revenues grow consistently year-on-year, and for Splitsvilla, in particular, which goes on air next month, this growth is around 30 per cent, informs Ferzad Palia, head, youth & English entertainment, Viacom18. Roadies, according to industry executives, has seen ad revenues grow at an annual rate of around 20 per cent.

For youth shows, consistent double-digit ad revenue growth is not easy in a cluttered TV market.

"Both the shows have their own appeal. One may say they are 'edgy' in their own way, but then that is a matter of perception. As a network, we have been known to push the envelope further than others. While Roadies' positioning is more along the lines of adventure and challenging yourself; doing things you have never done before, Splistvilla draws more from interpersonal relationships, romance and the voyeuristic side of betrayal. Both have their own appeal and this is reflected in the growing advertiser base," Palia says.

Splitsvilla

Advertisers in the past include Hero, which was the title sponsor of Roadies. Some other brands that have been visible on the channel include beverage brand Moutain Dew and handset maker Vivo (both on MTV Roadies). Splitsvilla has in the past attracted Karbonn Mobiles, Manforce, Bacardi Breezer, SprayMint and Airtel.

Roadies has also been a significant driver of Viacom18's Rs 200-crore youth licencing and merchandising business, implying that its appeal is both on air and on ground. Palia says that the two shows between them have the capacity to attract all categories that target the youth.

Change helps
The key to keeping both the properties relatable to viewers, and by consequence, advertisers, according to Palia, has been to listen to cues carefully. Roadies, for example, has seen some major changes over the past couple of years. Last year, the show shook things up introducing a new legion of gang leaders to join the debut season's winner Rannvijay Singh. The show underwent a complete makeover as a result.

Audiences got to see participants not just competing against each other as individuals, but also compete in gangs or groups. The gang leader and member that stayed through the end, winning the maximum number of tasks was adjudged the winner.

Having moved to the group format last year, the show this year increased the number of wheels its contestants travel and compete on. Having always been associated with bikes or two-wheelers, the show changed the ride to a sports utility vehicle (SUV), a four-wheeler. In the process, it got a new title sponsor - Renault Duster. Estimates peg the deal size for the sponsorship at Rs 10 to 12 crore. Apart from the Renault Duster, sponsors on the show this year include Park Avenue deodorant, Big Boy Toys, Tissot, Hike Messenger, Ceat and Schmitten chocolates.

Virat Khullar, head, marketing, Renault India said, "Renault Duster is a cult brand in the automotive space and like the iconic MTV show, Roadies is equated with exploration, adventure and unmatched passion. This association will be refreshing and thrilling for fans of the brand and the show."

In case of Splitsvilla, the show has put power in the hands of female participants. "It is a strategy that has evolved across the network - to have women-centric themes or content. This year, there are six girls who will be wooed by 15 boys. We have put the female contestants in the driving seat. It's a nice change, but at the same time, does not jarringly change the format," says Palia.

Splitsvilla Season 9 has around eight sponsors at present and is looking to lock in two more before the show goes on air in the coming weeks. Sponsors include Manforce, OLX, Gillette, Panasonic smartphone, and Envy deodorant.

While many of its peers have not been able to decide their positioning (some are rumoured to be going back to being a pure-play music channel, doing away with non-music shows), MTV is ready with its new line-up of shows. Palia is focused about the path MTV needs to take - speak the language of the youth. As a result, viewers will see new offerings from the channel like Rock Angels and India's Next Top Model next month.