25/10/2014

MTV to launch Webbed2

By exchange4media News Service
Thursday, Apr 03, 2014

MTV Webbed, the show started by MTV over cyber abuse is about to commence its second season from 4th April called MTV Webbed 2. The show explainsthrough story ideas how Internet can be a potential threat and can be deployed as a tactic to hack one’s privacy.

This season the show will be hosted by KritikaKamra and, according to the channel “will empower the youth to navigate the digital world smartly”. The show has been targeted towards 12-24 year olds, but as cyber abuse can hit anybody anywhere, the concept and the gist would be applicable to anybody using the internet. The show got popular in its first season due to the connect it established to the real life situations.

The channel has deployed marketing techniques to promote the second season of the show. They will be taking cyber safety awareness beyond TV by doing seminars in colleges across 10 cities by tying up with CCAS (Cyber Safety Awareness Society) to conduct the seminars with college kids to give them tips on how they can surf smart and stay safe. A study conducted by CCAS has revealed that India ranks third in the world with respect to the prevalence of cyber abuse.

MTV also says that it has plans to use the platform of digital media by using popular techniques used by hackers and cyber criminals. For instance,running banner ad campaign that aims at luring the youth to click on the ads with an “earn big money while you learn” promise. The marketing efforts are basically aimed at tickling the youth’s curiosity quotient and routing them to the show to learn more about cyber-crimes which can affect them. The show recreates the situations where youngsters have been ‘Webbed’ online, capturing real life cases of cyber abuse while the overall objective remains to empower them with information to that can protect  them from any potential harm.

SumeliChatterji, Head - Marketing, Media & Insights , MTV India, said “The aim of the show is to make the youth aware that it is really easy to get webbed in today’s era and how to tackle such situations. We try to recreate situations where many youngsters have been webbed in order to connect to our viewers”.
The show’s theme this season is “Surf Smart, Stay Safe”.