MTV Beats to step up content offering with new properties

MUMBAI: Viacom18-owned Hindi music channel MTV Beats is stepping up the festive tempo with the launch of an array of differentiated content offerings as well as unique consumer-led properties.

Riding on the success of Baba Ki Chowki, which has reached over 250 million viewers cumulatively over 50 episodes, the channel has launched ‘Secret Side With Akasa’ today. The show will bring the unseen side of popular musicians to viewers. Hosted by the popular Akasa Singh of Thug Ranja fame, the show will feature acclaimed musicians like Sonu Nigam, Armaan Malik, Mika Singh, Kumar Sanu and many more every month.

The channel is also launching live request show ‘Mera Wala Song’ in September wherein the channel will play songs requested by viewers. The show will air every day from 9 am to 11 am.

Starting with Ganesh Chaturthi, the channel will play curated playlists as part of the special festive programming, geared to keep your foot tapping right through the Navratri fervour.

For the first time, MTV Beats has partnered with the biggest Bollywood movies coming up in the festive season. The line-up includes Helicopter Ela, Manmarziyan and Laila Majnu, where the channel will take the viewers behind-the-scenes like no one else.

Building on the palpable excitement around Ganesh Chaturthi, Bappa Beats will up the tempo with chart-busting songs on the channel. The MTV Beats Mobile in Mumbai will take the party to the streets, engaging the devotees at the biggest Ganesh Pandals with some scintillating tunes, special guests and lots of surprises, delivering a rousing Visarjan to our beloved Bappa.

MTV Beats Swag Nights will curate 400 + Bollywood Nights across India. To unearth the next big Youth Superstar, MTV Beats plans to initiate a talent discovery platform MTV Beats Ke Desi Kalakar, scouting for the next big sensation – singer, rapper, dancer or musician – across the top colleges pan India.

Commenting on the channel’s growth, Viacom 18 Head-Youth, Music and English Entertainment Ferzad Palia said, “MTV Beats has expanded its viewership by 51% in the last year, reaching over 470 Mn consumers. The brand has successfully differentiated itself in this very competitive category and we have a lot planned to build on this fast-paced growth of MTV Beats.”

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