MUMBAI: Celebrities today, lord over every single field in our country, from Bollywood to Politics – celebrities are omnipresent. CAT [Celebrity Content, Acquisitions & Talent], a new crack team & division set up by MTV, aims to leverage their existing celebrity & industry relationships to newer heights. The focus will be to move from being not just a Bollywood & Pop platform but to make MTV the singular destination for all celebrities and talent.
The division will be headed by Prakash Nair, Associate Vice President, CAT. Prakash began his career in 1995 with Times FM, as regional programming manager. He made the shift to MTV programming in 1998 and eventually moved on to head the programming, acquisitions and talent artist relations division. The CAT team’s role will be to deliver fresh content daily to its targeted youth audience, enable properties that become franchises, drive up glam, freshness & topicality on the channel.
MTV kick starts this new division with a ‘quasi-reality’ mini – series featuring all the stars of the movie Dostana; a Dharma Production movie staring Abhishek Bachchan, John Abraham, Priyanka Chopra & Bobby Deol. MTV VJ Cyrus Broacha along with Karan Johar play the role of agony uncles in this hilarious 7 part series. Each star in character and MTV VJ’s Cyrus Sahukar & Nikhil Chinnapa spend time alone with Broacha telling him about their undying love for Priyanka. As they do so, they also bitch about the other guys who are competing for Priyanka’s attention .The series ends with Priyanka finally choosing who she wants to be with. Each episode features clips / songs from Dostana & other Dharma Productions movies. Watch the exclusive special premiere on MTV from 2nd to 7th November at 7:30 p.m.
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Also coming your way from the CAT division is MTV Fabulous Lives, a 13 part series that showcases your favorite inspirational & aspirational celebrities like the Bachchans, Vijay Mallya, Shahrukh Khan, Anil Ambani and lots more! Each episode will include opinions, bytes of experts and people associated with the celebrity featured in that episode, from media experts, fashion experts, columnists, celebrities closest friends, home designers, their car designers and more. Watch MTV Fabulous Lives on MTV starting 15th November 2008.
Ever since its launch, MTV has been consistently making celebrities bigger and better! Not content with just showcasing the stars through their various platforms like MTV Hot Seat, MTV Alert, MTV Sessions, MTV Big Picture, MTV Immies, Lycra® MTV Style Awards and many more, MTV has also given the country a whole new brat pack of stars – be it the Bakra star Broacha or the multi talented to the multi faceted Cyrus Sahukar (possibly the country’s only male female style icon – Semi Girebaal!).
MTV will entertain, surprise and seduce its viewers by creating celebrity content that’s unique, unpredictable and of course, liberally doused with MTV cool.
