MTV's new show, Gang Next, is exclusive to the web

MTV India has partnered with Samsung Mobile to launch a show that will play out exclusively on the web.

Titled Samsung Mobile MTV Gang Next, the concept has been devised by Viacom Brand Solutions. The MTV India Gang Next page serves as the focal point of the campaign.

"While MTV Roadies searched for individual talent, Connected looked for the most similar pair of twins, Gang Next will look for the best gang of youngsters," said Anuj Poddar, senior VP - strategy and business development, Viacom18 Media.

MTV has handpicked 50 gangs from all over the country to "prove their mettle as Samsung Mobile ambassadors" on their college campuses. Each gang has five members - all of them represent their college and their city. Each gang is given three Samsung Corby Touch phones and two Samsung Corby Text phones.

Every fortnight, the gangs are given tasks that they have to perform. For example, this week, the gangs were given the task of getting three of their college professors to dance for them while they record and upload the videos.

MTV will also use its television channel and Facebook, besides on-ground activations in a major way for driving traffic to the website. Apart from the marketing promos and task updates about the show on different MTV programmes, Gang Next will not play itself out on-air on MTV.