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HomeNewsCable NewsThe new channel MTV beats will be launched by Viacom18
Friday, 09 September 2016 11:01

The new channel MTV beats will be launched by Viacom18

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Following the path of Channel V which had entered into music hybrid as reported by Cable Quest, MTV Indies is in for transformation. MTV Beats will replace indie music channel MTV Indies. The content of MTV Indies will be on digital platforms. MTV Indies was launched in February 2014 with cola major Pepsi as the anchor sponsor. Viacom18 is taking the MTV brand into segmented content within the genre. Flagship MTV channel will focus on youth and branded content. MTV Beats will replace MTV Indies on air to address a mass audience. MTV Indies will continue to cater to the indie subculture, now on the digital platform. MTV Beats will predominantly focus on Bollywood music. 

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. 

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