MUMBAI: Mumbai, 13 August 2024: MTV, India's leading youth entertainment brand, announces India’s only paranormal reality show, ‘MTV Dark Scroll – Muqabla Anjaan Se’. Pioneering a new avenue for youth entertainment, MTV’s new show hosted by actor Amit Sadh promises thrill-seeking young audiences a pathbreaking blend of horror and reality genres. MTV Dark Scroll in association with The Souled Store is set to premiere on August 16, streaming every Friday, Saturday, and Sunday at 7 PM on JioCinema and airing at 10 PM on MTV.
Set against the backdrop of Uttarakhand’s dense forests and misty mountains, MTV Dark Scroll, brings together 9 Seekers in 7 haunted locations. Guided by well-known paranormal investigator Sarbajeet Mohanty and psychic Pooja Vijay, the Seekers will investigate some chilling stories and face other-worldly challenges. The seekers will be tasked with a series of activities inside each haunted location using advanced entity-detection devices like Infrared Cameras, Electromagnetic Field Measures and Paranormal Investigation methods like the Estes Method.
Reinforcing MTV India as an innovative and groundbreaking youth brand, the show gives today’s Gen-Z and Millennials adrenaline-pumping and immersive content that offers a break from the ordinary. Featuring innovative storytelling and compelling viewer experiences, MTV Dark Scroll once again underscores the brand’s commitment to edgy, forward-thinking, and trendsetting content.
Horror content attracts 298 Mn viewers on TV annually, with 82 Mn tuning in every month, demonstrating the genre's widespread and consistent appeal. Of these viewers, 55% are youth, equally split between males and females, according to BARC India (April’23-March’24, Horror genre on Hindi GEC & Hindi Movies). This makes 'MTV Dark Scroll' a significant addition to the genre, promising to captivate a substantial and engaged audience.
Speaking on the launch of Dark Scroll, Anshul Ailawadi, Business Head, Youth, Music, and English Entertainment cluster, Viacom18, said, “With MTV Dark Scroll – Muqabla Anjaan Se, we’re bolstering our non-fiction content offerings in a big way. Horror has a substantial following across the world, with reports suggesting that its consumption is connected to emotional stimulation and stress release. Additionally, our research showed that the pandemic only heightened the exploration of the paranormal for GenZ and Millennials. As a premier youth entertainment brand, tapping into this space gives a new avenue for brands to reach out to a young audience, at an unexplored intersection of horror and reality genres. We're excited to bring a multi-dimensional entertainment experience through MTV Dark Scroll, combining interactive elements, gaming, and user-first tech innovations on JioCinema. This multi-platform approach ensures that our viewers can engage with the show in new and immersive ways."”
Enhancing the viewer experience, JioCinema will introduce its first-ever immersive tech experiences for audiences -
Launching JioCinema’s First Ever Immersive 360 Gaming Experience:
JioCinema debuts its immersive 360 gaming experience with the MTV Dark Scroll game. Viewers can unlock haunted locations as the show progresses, making the viewing experience interactive and engaging. With opportunities to win phones and heart rate monitors, this initiative showcases JioCinema’s commitment to innovation and multi-dimensional entertainment.
JioCinema’s Heart Rate Monitor App Integration:
JioCinema introduces a proprietary heart rate monitor app for MTV Dark Scroll. This app displays contestants' real-time fear levels during paranormal encounters, adding immersion and authenticity. Viewers can witness contestants' physiological responses, enhancing their connection to the show.
Thermal Experience Shooting for Enhanced Viewer Interaction:
MTV Dark Scroll uses thermal imaging technology, allowing viewers to switch between standard and thermal feeds. This enables exploration of temperature fluctuations and spotting paranormal entities alongside contestants. JioCinema’s use of thermal technology exemplifies its commitment to cutting-edge, interactive viewing experiences.
UGC Contest: “Spooky Stories in 60 Seconds”:
JioCinema invites viewers to participate in the “Spooky Stories in 60 Seconds” contest. Fans can submit their own short horror stories, with winners receiving prizes and their stories featured on JioCinema. This contest promotes creative engagement and enhances the interactive viewing experience.
‘MTV Dark Scroll - Muqabla Anjaan Se’ is all set to take viewers on an unforgettable investigation of the paranormal, premiering on August 16. Each episode promises suspense, thrills, and a deeper look into the unknown!
Catch the show every Fri, Sat, and Sun at 7 PM on JioCinema and 10 PM on MTV
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