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Viacom18 to launch Hindi music channel MTV Beats

MUMBAI: Viacom18, which owns and operates Colors, Vh1, Nick and MTV, is all set to strengthen its youth and music portfolio with the launch of a 24×7 music brand MTV Beats.

MTV Beats, while catering to all eclectic music tastes, will predominantly focus on Bollywood music and will soon be available on air.

Sudhanshu-VatsViacom18 Group CEO Sudhanshu Vats said, “MTV initiated India into the experience of pop culture, making it a socially and commercially successful phenomenon. Today the brand is synonymous with being reflective of the country’s youth – their preferences, beliefs, opinions, desires et al. This presents us with the unique opportunity to redesign our Youth and Music portfolio to take brand MTV into sharply segmented content buckets within the genre. We will now be offering 3 differentiated experiences from brand MTV – while the flagship channel will be focused on youth and branded content and MTV Indies will continue to cater to the indie subculture, now, on the digital platform; MTV Beats, our first 24X7 Hindi music channel, will replace MTV Indies on air, with an eye to take the MTV brand to a more mass audience.”

Ferzad PaliaGiving a deeper insight into MTV Beats, Viacom18 Business Head, Youth and English Entertainment Ferzad Palia said, “India loves its music, especially Bollywood music. With MTV Beats, we aim to give our audience a 24×7 music companion who fulfils all their music needs through the day. This is a channel aimed at 15 – 30 year olds across urban and rural India, people who love music and often imagine their day having a sound track of sorts. To give our audience’s life a unique beat, we’re working on defining the week into mood based themes and curating our playlists accordingly, thereby making music viewing a more relatable experience.”