MTV Beats is targeted at 15–30-year-olds across urban and rural India. It will be a pay channel. It will also be available as FTA on FreeDish. The Ministry of Information and Broadcasting gave the permission to Viacom18 to rename X zone to MTV beats. The company has also acquired an additional license to launch MTV Beats HD. Viacom 18 had won a slot in FreeDish earlier this year.
MTV Beats will allow the network to offer a dedicated Bollywood music offering. Viacom18 business head, youth and English entertainment Ferzad Palia said that the new channel would curate the playlist on mood-based themes. “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,” Palia elaborated. He further added, “To give our audiences 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.” Sony Pictures Networks India owns and operates Sony Mix, a pure-play music channel.