Parent company of successful Indian brands like Colors, Rishtry Europe, and Rishtey Cineplex, is all set to enter the UK with its 24X7 music brand 'MTV BEATS'. The 'Baap of Bollywood Music', the channel will offer its audiences in the United Kingdom, a one-stop destination for all their Bollywood music needs.
Sudhanshu Vats, Group CEO, Viacom18, said, “MTV initiated India onto the experience of pop culture, making it a socially and commercially successful phenomenon. Today, the brand is synonymous with being reflective of the country's youth- their preferences, beliefs, opinions, desires et al. This presented us with the unique opportunity to redesign our Youth and Music portfolio to take brand MTV into sharply segmented content buckets within the genre. We now offer differentiated experiences from brand MTV – while the flagship channel focuses on youth and branded content, MTV Beats, our first 24X7 Hindi music channel, takes the MTV brand to a diverse set of audience which is sure to resonate with Indians and lovers of Bollywood in the UK.”
Speaking about the launch, Ferzad Palia, Head, Youth and English Entertainment, Viacom18, said, “Music is an important medium for us to reach out to young people today. Nobody does music better than MTV. With MTV BEATS, we have now created a dedicated 24x7 medium for young people to get their daily Bollywood music fix. After tasting phenomenal success within months of its launch in India, I’m positive the audiences across UK will love the channel as much with all the Bollywood music it has to offer.”
