(Even) MTV has launched Android Tablet VOLT. Priced at Rs. 12,999

Music television channel, MTV is launching a tablet? Yeah baby!

So all of us here know that MTV targets adolescents and teenage girls right? And where are the adolescents and teenagers these days? Propped up in front of the idiot box flicking through channels? Or swiping their way to school, in school and after school on their smart phones and devices?
MTV Swipe
The co-branded 6 inch tablet has been launched in partnership with Swipe Telecom. The network wants to call it a ‘Fablet,” short for a FABulous tablet it seems.

MTV Volt Specification

Its priced at Rs 12,999, has a television player inbuilt and gives viewers on the go access to…what else but MTV. The touch screen tablet is based on Android Jelly Bean 4.1.1, has wi-fi, dual cameras, FM player and GPS on it. It weighs 239 grams, runs on a dual core 1 GHz processor. The front camera is at 1.3 Mega Pixels and the rear camera runs at 8 MP. Its got a Li-Ion 3200 mAh battery.

Thats not all!

MTV is lanching new phones with Swipe. Sandeep Dahiya, SVP & Business Head – Consumer Products – Viacom18, says: “Over the next few months, we plan to develop with Swipe, a diverse portfolio of MTV phones and fablets, built around youth interests and aspirations.”

The tablets will be sold on Swipe’s e-store and on online retailers such as Flipkart and Snapdeal. The company already makes quite a lot of consumer goods. It sells innerwear, adventure bikes, footwear, lingerie, eye-wear among other things.

Is this the future of media? That is, embedded? Are tablets an oversell for the value proposition they offer? In the past we have covered Art of Living tablet and a devotional (Bhakti Sagar) phone from T-series.

Are these companies confused between hardware device business vs. apps, as the right marketing channel mix? Or is somebody making a (MTV) bakra out of them?