Mumbai: 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 that the category hasn’t experienced before.
Sharing his excitement with us, Ferzad Palia, Head-Youth, Music and English Entertainment, Viacom 18 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.”
MTV Beats will engage its viewers in three well-crafted spaces of music, movies and Mazedaar Moments through the next few months.
Introducing the Best in Hindi Music Content Riding on the success of Baba Ki Chowki, which has reached over 250mn viewers cumulatively over 50 episodes, the channel is launching Secret Side With Akasa on Mon 17th September – India’s first show to 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 every month.
The channel is ready to launch India’s first live Request show “Mera Wala Song” in September where the viewers’ requested song will play on-air shortly. 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, right through the Navratri fervor.
MTV Beats has partnered with Bollywood movies that includes Helicopter Ela, Manmarziyan and Laila Majnu that will be coming up in the festive season. The channel has partnered with a first-of-its-kind 6-city Manmarziyan concert tour and Kajol shares her morning playlists on ‘Kajol Ka Kabza’, Sanket takes the movies’ cast on a ride in Baba Ki Chowki. The MTV Beats Mobile in Mumbai will take the party to the streets, engaging the devotees at the biggest Ganesh Pandals with tunes, special guests and surprises, delivering a rousing Visarjan to our beloved Bappa. MTV Beats Swag Nights will curate 400 + Bollywood Nights across India.
The channels 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. MTV Beats can be viewed in 1100 bars, gyms & hangouts pan India.