Rumours are rife that Viacom18 is preparing the UK launch of its Bollywood music channel, MTV Beats.
BizAsiaLive.com understands that the broadcaster has acquired the EPG slot left vacant by Geo Network. Viacom18 will expand its entertainment bouquet of channels from three to four later this year with the new service. Currently, it runs Colors HD, Rishtey and Rishtey Cineplex in the UK.
With a number of Indian music channels recently switching to lifestyle content, Viacom18 launched MTV Beats as just a pure Bollywood playlist music channel. With the strong ‘MTV’ brand, Viacom18 is hoping that MTV Beats will be a surefire connect with viewers.
In the UK, the only Bollywood music dominated channel is B4U Music. It is believed that the success of B4U Music in UK ratings has paved the way for MTV Beats in this territory. While plans for MTV Beats are being kept underwraps, the channel is expected to air content from MTV India including the infamous Coke Studio sessions.
The only delay MTV Beats may face in its UK launch, is the use of the MTV brand due to licencing issues. It is also yet to apply for an Ofcom licence and thus the channel could arrive by late spring.
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