MTV Hardware by Kamasutra: Beyond Music and TV

Wondering what 'MTV Hardware' is.. no no its not a new show on MTV that is sponsored by Kamasutra but it is a new condom brand that has been launched by MTV India, the youth channel. The broadcaster in tie up with JK Ansell, the makers of Kamasutra has launched this brand of condoms.
There will be two variants of MTV Hardware namely-Screw in Colours and Big Head. MTV has a range of merchandise from eyeware, to smartphones, to apparels and adventure bikes.
Just to go back in time and tell you a little more about MTV...MTV, today, isn't just about music and isn't just a channel any more—it's a youth brand. The brand's mantra today is, "It's my MTV", an indicator of how the company is attempting to reach out to consumers via interactive platforms like the mobile and the web. While most TV broadcasters treat viewers as "consumers", MTV wants to treat them as "users". That's because the channel feels that the "viewer" is dying, while the "user" is the newage breed that is not just consuming TV, but is also mobile and online. Result? "Music Television", the two words that ran below its logo, were dropped in October 2009, thereby completing the makeover that it began almost in 2007.
MTV has been continuously evolving its offerings for its audiences to make the brand relevant beyond music and TV. It’s understood that by 2015 the broadcaster  expects to see (the emergence of) "MTV Everywhere" — across all screens and product categories that youth engage in, as well as platforms." Launch of the condom brand is a step in that direction thereby adding on to its 15 plus product categories.  MTV is understood to be roughly contributing around 25% of Viacom18's top line. I remember once being told by one of the top officials at Viacom18 that MTV is born of music, inspired by Music but not limited by Music. And I quite agree with that considering that today everybody wants a piece of MTV. Clients I am told do not view MTV as a broadcasting channel where they want to just run a 10 sec or a 30 sec commercial but view MTV as a partner to derive some value out of it.
"I want my MTV" still rings true — but today, MTV’s top brass would want millions of youth to "want" not just the music videos, but the loads of other goodies on offer, too. Even Condoms!!!