Television

Pepsi MTV Indies to reach the audiences by 15 March: Aditya Swamy

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MUMBAI: It’s set to change the indie scene in India. The announcement of the launch of the ambitious indie channel – Pepsi MTV Indies from the Viacom 18 group was made amid much fanfare last month. However, the launch date was kept a secret. Now, MTV India EVP & Business Head Aditya Swamy reveals that the channel may go on air pretty soon.

On the sidelines of the launch of MTV Films on Saturday, Swamy revealed: “The test run for Pepsi MTV Indies started on Monday, 3 March and will continue for the next two weeks.”

Continuing further, he said that in all probability the channel should reach the audiences by the weekend starting 15 March.

The feed for the channel is being beamed off from the satellite Measat 3. Swamy informs that all the operators are on board for the distribution of the channel. However, he didn’t reveal the pricing of the channel.

Talking about the content, Swamy stated that there are plans to use Pepsi MTV Indies as platform to discover independent artists, find their unique sounds, their independent music and their expose it to the mainstream audience of MTV. “For example, you will find Vishal Dadlani’s Pentagram on Pepsi MTV Indies, but the music of Vishal-Shekhar will be on MTV. Similarly, you will find The Raghu Dixit Project on Pepsi MTV Indies, but you’ll hear the compositions of Raghu Dixit for Bewakoofiyaan on MTV,” he said.

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