MTV Beats has witnessed a 30% increase in time spent in FY20: Ferzad Palia
MUMBAI: Hindi music channel MTV Beats, which is celebrating its third anniversary, has witnessed a 30% increase in time spent in FY20. Furthermore, the channel claimed that it has reached approximately 500 million viewers over the last year riding on their tentpole properties and integrated campaigns. To mark the third anniversary, the channel has come up with a unique theme and engaging activities with #TeenGunaFun.
Viacom18 Head – Youth, Music, and English Entertainment Ferzad Palia said, “Playing strong on its MTV lineage, MTV Beats has consistently and successfully cemented itself as a pureplay Hindi music channel over the past 3 years. As a testament to the success of its differentiated content, MTV Beats has witnessed a 30% increase in time spent in FY20. We have experimented with newer interactive formats that trigger higher engagement and break the monotony in a cluttered category, leading to MTV Beats being the fastest-growing channel in the category.”
The channel has kickstarted ‘31 days, 31 contests’ on the channel. Three winners will get a chance to win exciting prizes every day with the thematic contests ranging from Music Mojis on Mondays that will ask you to guess the songs based on emojis to Dil Sharaads on Wednesdays, that will let viewers guess the movie from decoding mime actions to Filmy Chakkar on Fridays, which will be all about deciphering the clues to guess the movie.
The channel will also host a Retro themed Bollywood party, led by popular comedian and host Dr. Sanket Bhosale and the charming Bollywood singer Akasa, whose respective popular shows Baba Ki Chowki and MTV Beats Top 20 Countdown have worked wonders with the audience. As part of its marketing initiative, MTV Beats in its third birthday celebration introduced a new campaign, MTV Beats Birthday Machine, a unique real-time video wish innovation for fans to send their friends and families a filmy-personalized birthday wish.
This year, MTV Beats upped the ante with the launch of a new show, ‘Dil Beats with Darshan Raval’, hosted by the Bollywood heartthrob himself, that offered an engaging and quirky take on millennial love. Swag on by Raftaar saw India’s most loved rapper take a stand on social issues coupled with some foot-tapping music.
Dr. Sanket Bhosale continued to rule hearts in the second season of his most popular chat show Baba Ki Chowki. Revamped in a fresh avatar, Baba Ki Chowki S2 was introduced with new concepts and segments with celebrity guests like Farhan Akhtar, Priyanka Chopra, Sidharth Malhotra, Ayushmann Khurana and Rajkummar Rao amongst others who joined in the fun ride. MTV Beats Top 20 Countdown also made its way, hosted by Akasa, offering the top 20 chartbusters of the week along with some entertaining news from B-town.
The brand also devised two intriguing brand campaigns to strengthen its consumer connect. Riding on the World Cup fervor, MTV Beats initiated a nationwide campaign #CricketMeinHaiBeat with a special anthem, Blood Mein Hai Blue that celebrated the zealous spirit of India’s most favorite sport. Not only did it fetch 35 million views on social media, but the beats also became viral with fans recreating their own renditions of the anthem on TikTok. The channel also celebrated World Music Day on 21st June with the first-ever 24-hour Facebook Live music festival, #LongLiveMusic, in collaboration with VH1 India.
The event brought together 40+ distinguished artists to perform live across different genres on Facebook and garnered a reach of 28 million+ of which, for the LIVE itself, 10 million+ impressions poured in, 7 million+ video views were witnessed, and 3 million+ engagement flowed in.
Naam Mein Inaam on MTV Beats was a watch and win on-air contest where viewers with common names were gratified with 2 bumper prizes daily that included getting their homes painted and a family holiday. In a span of 2 months, the contest received an overwhelming reach of 50 million viewers and fans, with over 3 lakh people participating.