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Microsoft ties up with MTV

MTV will develop unique programming content for the console

— Photo: AP

CONVERGENCE OF ENTERTAINMENT: Microsoft Entertainment and Devices Division India Country Manager, Mohit Anand (right), MTV Networks Asia Executive Vice-President, Amit Jain (centre), and MTV Video-Jockey, Nikhil Chinnappa, at a press conference in New Delhi on Thursday.

NEW DELHI: Microsoft Corporation will launch its popular video-gaming sensation Xbox 360 in India on September 23. Microsoft Entertainment & Devices Division, India Country Manager, Mohit Anand, said. Initially, two versions of the gaming console — a specialised desktop computer used to play video games — would be introduced in India, he said.

In order to aid Xbox 360's easy acceptability and to create awareness among the youth in the 10-25 age group, the entertainment and device division of the company on Thursday entered into a strategic partnership with MTV Networks India.

Under the agreement, MTV will develop unique programming content for the console across its three channels in India — MTV, VH1 and Nick. The two partners will organise joint events for the promotion of the device. "With its popularity among the Indian youth, MTV is perfectly positioned for reaching out to them across the nation,'' Mr. Anand said told reporters.

Multimedia approach

MTV Networks also launched `Viacom Brand Solutions', a multimedia approach to offer marketing solutions to brands, in India. "Under the initiative, the company has tied-up with 75 colleges and over 300 youth hang-outs and will use a bouquet of three channels to understand the youth better and serve our partners well,'' MTV Networks India Managing Director and MTV Networks Asia Executive Vice-President, Amit Jain, said.

"Xbox 360 system and Xbox 360 core system will be priced at Rs. 19,990 (plus taxes) and Rs. 23,990 (plus taxes), respectively and will be launched along with 25 titles (games) on the starting day of Navratri, September 23. — UNI

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