MTV launches Celebrity Content, Acquisitions and Talent

Televisionpoint.com Correspondent | Mumbai
MTV has launched a new division called Celebrity Content, Acquisitions and Talent (CAT), which caters to build content around movies and celebrities.

The division is headed by Prakash Nair, associate vice-president, CAT, who has been with MTV for the last 10 years. The division will comprise talent managers, script writers and promo producers.

MTV has been creating content around movies in the form of chat shows and interviews during movie releases. The music channel plans to take this to new heights by leveraging movies and celebrities.

Ashish Patil, vice-president and general manager, creative and content, MTV India, says, "We will approach advertisers and movie producers to enable sponsorships that benefit both MTV and the movie. We have some business plans to use some of our archives, interviews and spoofs to make the content more lively."

CAT is ready to roll out a reality mini series for Dostana, a Dharma Productions film that is slated to be released in November. The four part series will feature all the actors of the movie and three MTV VJs battling it out to win Priyanka Chopra, much like the plot of the movie.

CAT proposes to also bring Fabulous Lives, a format owned by MTV Networks, to India in mid-November. Fabulous Lives is a 13 part series that will feature celebrities such as Amitabh Bachchan, Shah Rukh Khan, Anil Ambani and Vijay Mallya, sneaking a peek into their lives.