Mobile is going to be a big part of MTV’s upcoming launch Pyaar Vyaar And All That – its second experiment at using the soap formula to get in appointment viewing. The mobile platform is being used as a key driver to promote Pyaar Vyaar And All That and MTV is hoping that using mobisodes will translate into success, says MTV Networks India, VP marketing and digital, Vikram Raizada.
Says Raizada, “This is the first time that a broadcaster is exploring the mobisode option for a soap.” The series of short mobisodes of the teen soap opera last about 20 seconds each and offers users the chance to download a short preview on the same day each episode airs on the channel.
MTV has tied up with AirTel and Hutch cellular operators for this purpose. The mobisodes will premiere on 14 November, the same day the teen soap is launching. (from our sister site ContentSutra)