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MTV “Rush” FMRadio is a universal, timeless and essential part of pop-culture in India. Despite the rise and

domination of television and the internet, Radio today remains not just a form of entertainment but,

also a way of life, keeping one informed and entertained on-the move, through boring mornings,

lonely nights and Mumbai’s rush-hour traffic alike.

As part of our plan to merge this great medium of entertainment with an already gigantic part of

pop-culture, MTV, we have devised the following plan:

The Theme

“Reality Radio”, similar to reality television.

The Name: “MTV Rush” or “Rush FM”, which stands for the adrenaline rush of Reality shows,

as well as in keeping with the young, urban image of MTV.

Suggested tagline: E.g. “Rush Hour 24x7”

What:

A radio station whose USP is reality formats like quiz face-offs, talent hunts, RJ Hunts, on-air

polls, and other such competitions, along with both Indian and International music.

Who: The target audience - Urban youth in the age group of 15-30 yrs., mainly college students,

B-schoolers, corporates, young people in general.

Why:

a. We chose this theme keeping in mind the youthful image and target audience of MTV.

b. Also, the successful combination of reality shows and music on MTV itself.

c. Reality Radio is a concept that hasn’t yet been implemented in the Indian Radio segment,

making it an attractive option.

d. Most Radio channels in India play mainly Hindi music, we’d like to include English hits too,

at about a 50-50 ratio to appeal to the young, urban metro crowd too. (We ourselves, as youth of

this category, do not listen to radio today due to a lack of English music being played.)

e. Reality programs (with prizes up for grabs) are highly interactive and would be very popular

among the public, and ensure people stay tuned and participate.

The new Flagship Program

The flagship program of the new radio station would be “Rush Rockstar” which is essentially a

music talent hunt, which would invite budding singers, bands and youth in general to compete for

a chance to showcase their talent on-air, the winner would win an opportunity to record their own

album and music video, which would be launched on MTV.

Types of Content

The various other types of content on the Radio station would be:

1. Talent hunts -- Voice based talent hunts like singing, bands (E.g. “Rush Rockstar”). May

be Inter-college / corporate challenges, etc. where finalists perform on air, with a public voting

system.

2. RJ Hunt –An inter college/inter B-school RJ hunt wherein finalists get to co-host a show

on air, and win a chance to set up their own mini college radio station.

3. Quizzes – Daily Inter-college/b-school/corporate quiz challenges, (e.g. “Battle of the B-

schools”) on themes like entertainment, GK, social issues, etc. with attractive prizes.

4. Blind-dating, singles club, social networking (via the Website etc.)

5. Campus-connect – i.e. helping freshers in colleges to connect with their seniors.

Would also provide coverage of major College festivals in the city.

6. Chat-shows with celebrities, musicians.

7. Music- International & Indian.

8. Fillers and Advertisements

Promotional Strategy for Reality Radio ”MTV Rush” Launch:

As part of the promotional strategy for the launch of the radio station, we would use a mix of

strategies to create a “buzz”, before the launch & after.

We would use various key media, from television and print, to college fests, as our points of

contact with our target audience.

1. Television:

The best and most effective way to reach our target audience is by using our own channels like

MTV, Vh1, and Nick to create a buzz about the launch of the radio station.

MTV Rush can also gain exposure by sponsoring shows (reality and like) on other channels.

Another strategy is to become a media partner for a reality show on one of its own channels or

other.

2. Internet:

-An official Website for our radio station

-Advertisements/links on website of our partner channels, i.e. MTV, Vh1, and Nick to promote

the radio station

-Auto-playing the radio station when a user visits one of these channels’ websites is a bold step

and can create a new set of followers who will tune in whenever they’re online.

-Social networking sites like Facebook, Orkut, Twitter to create a buzz through interesting

video/audio ads, VJ gossip, news about upcoming contests on the radio station etc.

-Pop-Ups / Advertisements of upcoming events/contests on Google or related sites (e.g.free

music download sites)

3. Print:

Print ad campaigns in major newspapers, magazines, Billboards, ads on BEST buses,

autorickshaws, trains, handle bars in buses, Airports, etc.

4. Brand activation:

Promo events at pubs, clubs, cafés, multiplexes, malls, colleges, B-schools to get in touch with the

target audience.

5. Telecom: Collaborations with telecom companies to send infotainment SMSes, to their

customer base.

6. College fests: Since a large section of our target audience falls in the college-going age-group,

this could be an effective branding strategy, wherein we could be the media partner, sponsor for a

major college fest (e.g. Malhar, Kaleidoscope, Mood Indigo, etc), set up stalls, contests etc to

brand both, the radio station and MTV itself.

7. The launch can be made glamorous by inviting celebrities, VJ’s, Reality TV stars, International

musicians, etc. This could be in the form of a concert. Given MTV’s popularity, pulling this off

should not be difficult.

(Please refer to the illustration of the Promotional Strategy at the end of this document.)

Strategies to boost MTV’s popularity via the radio station

1. Advertising for MTV shows on the FM (eg. “Hero Honda Roadies, 10 pm every Thursday,

only on MTV.” and vice versa.

2. As explained above, we would use the TV channel and Radio station to promote each other.

E.g. The winner of the talent hunt on the radio channel gets their video launched on MTV.

3. Guest Appearances by popular MTV VJs on the shows on FM.

4. Preliminary rounds (e.g. Q&A rounds) of popular MTV reality shows (eg. Splitsvilla) would

be held simultaneously on the FM.

5. Prizes for some of the contests/talent hunts would include a chance to appear on MTV e.g. to

perform on TV, a rendezvous with a Bollywood star etc.

The Institute:

Welingkar Institute of Management

THANK YOU