The initiators of pop culture in India are finally returning to their roots. MTV India, largely responsible for inspiring several generations of the country’s youth has come out with their very own magazine, a departure from their on-air content.
Noise Factory, only one edition old, is a product of over nine months of planning and sampling. Says Ravina Rawal, editor in chief, “We’ve wanted to get into print for a while now, and finally, we’ve gotten past the teething troubles. We want to be a cult magazine.” The channel, which has been around for almost 15 years now, can be credited with representing several youngsters and impacting their lifestyle.
“I grew up watching MTV, and today even my younger brother is doing the same. Over time, it has evolved from a music channel to accommodate a lot more youth-related content. The magazine is meant to be a translation of this,” says Rawal.
Packed with content including food reviews, phone apps, graphic art, affordable travel and celebrity columns, Noise Factory will also offer a platform to budding musicians, artists and those with worthwhile causes, but with limited means to execute them.
Unlike the channel, the magazine does not dedicate much space to Bollywood, politics or sport. There are no long articles either. Says Rawal, “The tone is very casual and chatty – much like talking to a friend over beer. This is a generation that writes within 140 characters.”
Rawal admits that shifting the focus away from the conventional was not easy. “We were concerned about cutting out a whole bunch of people who may not identify with this kind of content. The format is also very different. It was only after we received great feedback did the magazine hit the stands.”