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Ferzad Palia

Youth channel MTV wants to be a clear leader in content offering and feels branded content could contribute about 20-25% of its total revenue in the next 24-36 months.

Ferzad Palia, Head, Youth, Music and English Entertainment, Viacom18, said, “We have seen great influx of new advertisers on the channel. Both brands have grown ahead of the market and our branded content business is contributing in a big way. The branded content division MTV Brand Studio executes a lot of turnkey projects for top brands in the country, which is platform-agnostic.”

The channel is receiving good response from the brands on the branded content front. With sponsorships, branded content and integration opportunities, the channel claims to sell in a very different way compared to any other broadcaster.

Palia said, “Branded content division is showing us very good growth. There is a big demand and since we have the expertise in the language of the youth, it holds us in a very good position. We did something interesting recently with Airbnb involving Saif and Kareena. We do see it to be fairly large revenue stream for us in the foreseeable future.”