Best Micro-site(TV Show) CRUNCH on in.com www.crunch.in.com
www.crunch.in.com
CRUNCH • • • •
India’s first cross format reality show Live 24x7 across 30days on in.com Weekly episodic sow on MTV Audience seamlessly moved between TV and internet to engage with and consume the content on offer
Show Concept: • 10 pairs of contestants were locked up in 10 rooms across 30 days, with no real communication with the outside world. • After certain intervals of time, every room got ‘crunched’ in size, eventually making the pair live in rooms which were close to a fraction of the size they started with. • This was broadcast on in.com ‘live’ 24x7, while MTV telecast weekend episodes of the highlights of the action.
Why it worked • Addressed the need for ‘convenience’ and ‘nonstop entertainment’ – Audience could engage with their favorite show at any point of the day or night – It was ‘Live 24x7’, thereby providing non-stop entertainment which was not the case with other reality shows on television – It allowed the user to ‘choose’ to content that one wanted to consume
• Interactive – One could chat with contestants within the show, something which is difficult to pull off on television – At any single point in time a number of users could chat with the contestants simultaneously. These interactions raised the level of engagement of the audience with the show.
Interactive Design
Special Features
Special Features • Video on Demand – One could access any piece of content over and over again. – No one was forced to consume content; they consumed whatever they liked, as many times as they wished to, at any point of the day or night.
• Live Voting – One could vote for their favorite contestants ‘live’ on the website
• Social media friendly – One could share their favorite pieces of content – Comments, likes, tweets were made possible, thus opening up the content to a wider range of audiences
Important Dates
Launched On 17th April’2011
Finale 15th May’2011
Performance Total Visits 2.17 million Total Unique Visitors 1.7 million
Total Page Views 7.4 million Average Time Spent 4:20 minutes *Source- Google Analytics