Mumbai: Viacom18’s Hindi music channel MTV Beats is celebrating its 4th anniversary this December with a month long interactive campaign – #ShandaarChaar. Being a category leader, MTV Beats is spreading the cheer this month with fun and engaging contests for its young viewers. #ShandaarChaar will have 31 contests for 31 days and is being sponsored by The Originally Fresh Brand, Celio and Roadmaster Cycles. The campaign has already seen over 4mn participants in the first week.
Speaking about the 4 years of MTV Beats, Ferzad Palia, Head- Voot Select, Youth, Music and English Entertainment, Viacom18 said: “MTV Beats has been a constant leader in the contemporary music category while also holding a strong 18% market share in the overall music genre. Throughout the lockdown period this year, the channel witnessed over 60Bn+ minutes of total viewing and cumulative reach of 320mn+. In a genre that usually lacks differentiators, MTV Beats clearly stands out against its competitors as a result of its varied original programming.” He further added, “MTV Beats has been branching out to make mainstream music more inclusive, be it with a dedicated slot for Punjabi music – Punjabi Beats, a gender atypical music album – MTV Beats Love Duet, and further encouraging its platform for independent artists with MTV Beats Discover. We will continue to focus towards upping the ante in original content in the near to mid-term.”
MTV Beats has had a unique growth story through the lockdown period. Its lockdown programming, with 5 original shows, has been biggest gainer in viewership & engagement in the entire genre with Cumulative Reach of 111 MN with Viewing Mins reaching 2.5 BN Mins*. The channel’s content-around-music saw weekly viewership skyrocket by 27%. MTV Beats was the only channel in the genre to clock positive gains in EAST (3%), WEST (.1%), NORTH (3%), SOUTH (23%) regions collectively. Most importantly, viewership growth was not skewed but equally distributed across markets, not even leaving behind the South region – an uncharacteristic phenomenon for Hindi music channels.
For its anniversary celebrations, MTV Beats has uniquely integrated its on-air and digital promotions under the theme of #ShandaarChaar, boosting up the ‘filmy keeda’ with 31 days, 31 contests. MTV Beats has kicked off its fourth birthday celebrations with contests based on Gibberish Puzzles which will be all about decoding the clues to guess the movie, the Bollywood star, the song, the singer etc. giving winners a chance to win exciting prizes. Gibberish games have taken over all platforms! These puzzles are fun, less time consuming, yet, tricky on the mind. This year, jumping on the bandwagon MTV Beats is creating 31 Unique gibberish puzzles for its viewers. The campaign is being promoted across MTV Beats HD and SD as well as through its social media handles.