"There is saturation in youth and music. There is opportunity today in monetising the value of the brand which is bigger than the space it operates in," said Alex Kuruvilla, managing director, MTV India.
MTV India is also negotiating the acquisiton of SS Music channel in the south, and has plans to bring VH1 to India.
The channel is actively looking at different avenues of growth -- it recently took on a marketing project for Bollywood movie Aab Tak Chappan, covering all promotion for the film, including increasing footfalls and outdoor promos, in addition to the usual on-air promotion on the channel.
The film was a box-office hit, paving the way for other such deals and cross-partnerships.
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MTV marketing scope broadens with Balaji deal
MTV India has teamed up with leading TV content provider, Balaji Telefilms, to launch a soap-star hunt in a bid to make 'the next big jump' in terms of its presence in the country.