MTV Beats launches on Sky EPG

MTV Beats has made its official launch on the Sky platform today.

Viacom18 will now be offering its audiences in the United Kingdom a one-stop destination for all their Bollywood music needs. The network now homes Colors, Rishtey and Rishtey Cineplex in the UK.

MTV Beats taps into the most basic meaning of music – a beat that runs through us all, a beat that is the reason for the existence of music in the first place, a beat that differentiates us and yet unites us all. MTV Beats draws inspiration from this by combining specially curated music playlists with thematic shows and interactive features to become the music companion for every situation. To give the audiences’ life a unique beat, MTV Beats has defined the week into mood based themes and curates playlists accordingly, thereby making music viewing a more relatable experience.

Elaborating on the portfolio redesign, Sudhanshu Vats, Group CEO, Viacom18, said, “MTV initiated India into 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.”

Giving a deeper insight into the launch of MTV Beats in the UK, 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 24×7 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.”

Commenting on the launch, Anuj Gandhi, Group CEO – IndiaCast, “MTV is the entertainment destination for the youth across the world. MTV BEATS offers the world of Bollywood to the youth – be it music, gossip and much more. The channel has been climbing the popularity charts since the day it launched in India and today commands a great following amongst the youth. With exclusive music launches and the latest in Bollywood, we’re sure the channel is going to have a great appeal to our audiences in the UK who need to look no further than MTV Beats for their daily fix of Bollywood now!”

Adding to this, Govind Shahi, Business Head – UK at IndiaCast – “United Kingdom has a huge population of people belonging to the Indian Subcontinent who enjoy desi entertainment, especially Bollywood music. With MTV Beats, we are launching a channel that is not only going to bring the latest in Bollywood music but also going to fulfil their need to connect back with their roots through music.”

A one-stop destination for all the music needs of young India, MTV Beats has already started making waves with its exciting line up of the latest Bollywood hits curated by experts from the industry and catalogued thematically for each day of the week. On MTV Beats, every day of the week brings in a new surprise as each day is themed differently with shows to reflect the theme for the day. The themes – such as Feel Good Mondays, Selfie Tuesdays, Dil Se Wednesdays, Public Demand Thursdays, Filmy Fridays, Karaoke Saturdays and Countdown Sundays – have already caught the fancy of the audiences due to their inherent peppiness.

MTV Beats is available with a Sky subscription on Sky channel 865.