Viacom18 Network was already running a POP music channel on DD Freedish " XZONE TV", but network replaced with MTV Beats at channel no.78.
Sudhanshu Vats, the Group CEO of Viacom18, stated that: “MTV initiated India into the experience of pop culture, making it a socially and commercially successful phenomenon. This presents us with the unique opportunity to redesign our youth and music portfolio and take brand MTV into sharply segmented content buckets within the genre”.
“The flagship channel will be focused on youth and branded content while MTV Beats will replace MTV Indies, with an eye to take the MTV brand to a more mass audience. MTV Indies will continue to cater to the indie subculture on digital”, he further added.
Ferzad Palia, business head, Youth and English Entertainment at Viacom18, further commented about the development: “This is a channel aimed at the 15-30-year age group across urban and rural India, people who love music and often imagine their day having a sound track of sorts. To give our audience’s life 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”.
Source / credit: nextvindia.com
