Marketing idea No. 171 – MTV Splitsvilla and the art of adjustments

Its a crazy world and none knows it better than the marketers who launch new products everyday. Despite tons of research and that weird little word called gut feel, many new products simply dont click.

For those who often wondered how to salvage a sinking ship midway through its voyage, MTV Splitsvilla last night showed how to conduct a master-stroke.

MTV Splitsvilla is a new reality show where 20 girls fight for the lust-interest of two guys. By airing this show MTV India has already pushed the controversy button a bit too far. Going against all conventional wisdom, they launched this sex-heavy show in a still traditional country. But unfortunately, MTV Splitsvilla didnt prove to be the rating busting super show to follow up the success of MTV Roadies. But that all may change with a grand stroke.

1. First of all by bringing Raghu Ram from MTV Roadies, the producers gave the show much required Roadies endorsement an hence attracted some additional viewers who watched Roadies but are not hooked into Splitsvilla. They wanted more controversy. They wanted the bitching and politics of Roadies. And hence Raghu. And he… obliged.

2. By introducing a new twist like girls now being able to choose the final guy, the producers are trying to attract the female viewers, not only the male viewers who are watching it for….surprise, surprise…the women. And also, by doing this they are trying to overcome the “chauvinistic” tag thats latched on to the show.  

MTV Splitsvilla is a good example of how once in a while you can take a blind leap of faith. Because, even if it doesnt work the way you like it the first time, you may make some changes along the way to adjust. And adjust according to customer taste is the name of the game.

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