Television

MTV Beats witnesses 50% growth in viewership as it turns 2

With thematic playlists and differentiated offerings, the channel raked 475 mn viewers across Indi

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MUMBAI: India’s fastest growing Hindi music channel MTV Beats has completed 2 years as the channel continues to top charts amongst the music enthusiasts in India. Registering a growth of 50% in only a year (2+ HSM Week 45’17 vs Week 45’18) MTV Beats’ differentiated programming and innovative integrations have led it to emerge as the one-stop shop for Bollywood music.  

“This year, MTV Beats has doubled its growth and engaged with a captive audience that includes 50% of TV viewing universe in India*. Despite being in a highly competitive category that offers little or no variety in content, the channel stood out for its interactive formats and well-crafted concepts.  As we continue our growth strides, MTV Beats promises to be consistent in its offerings, continue the momentum and fuel up the joy that good music lends to our viewers.” Said Ferzad Palia, Head – Youth, Music and English Entertainment, Viacom18.  

With an aim to trigger habitual viewing for Hindi music, MTV Beats constantly curated thematic playlists and varied programming offerings. The channel’s stellar property, ‘Baba Ki Chowki’ hosted by ace comedian Dr. Sanket Bhosale has garnered 250mn+ viewers with Bollywood biggies such as Salman Khan, Ranbir Kapoor, Ranveer Singh, Varun Dhawan, Alia Bhatt and Katrina Kaif doubling up the madness over 64 episodes. Further amping up the Bollywood quotient, MTV Beats has launched ‘Secret Side’, hosted by singer-performer Akasa, a show that taps into the hidden passions of celebrated musicians. Artists such as Mika Singh, Sukhwinder Singh, Papon, Shalmali Kholgade, Shaan, Benny Dayal and Kanika Kapoor have already been a part of the show and have shared their ‘Secret Side’ unabashedly. Within a span of only 3 months, the show has garnered the attention of over 66mn viewers across the country. MTV Beats also pushed the envelope with India’s 1st live request show - ‘Merawala Song’, which was launched aimed solely at engaging the channels discerning viewers.

Taking the birthday celebrations a notch higher, MTV Beats launched - Swag Nights, a curation of 400 + Bollywood Nights across India, launched at Tamasha (Mumbai) to kickstart the #BeatsTurnsTwo celebrations, ensuring that you never run out of music and masti! The brand is also extending the celebrations to leading corporates, with mega parties in trade offices this month. Since MTV Beats appeals to those jinke blood mein hai beat, the brand has launched a blood donation drive in partnership with Indian Red Cross Society, urging consumers to support the cause.

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