MTunes HD launches new time band for non-Hindi music

Submitted by ITV Production on Apr 03 Team

MUMBAI: The high-definition (HD) Bollywood music channel, MTunes HD, has launched a new time band for non-Hindi music - Alter Native.

Alter Native will feature regional and non-Hindi music on the channel. With this, the channel aims to bring to screen the songs that have attained a cult following in their respective regions and countries.

Pioneer Channel Factory CEO Saravanan P said, "MTunes HD is committed to continuously innovate to bring the best content for the viewer. Alter Native is a manifestation of the extensive viewer research we continuously engage in. I am very confident that just like our previous offerings, Alter Native will also find appointment viewing with our audience."

The property is aimed at both the Hindi speaking audience who wishes to experience music from around the globe as well as the considerable regional diaspora in the Hindi speaking markets who will get to experience the music from their regions.

MTunes HD programming head Cyril D?Abreo added, "With Alter Native, the viewers will get to experience music that cuts across the language barrier. The songs have been selected from an extensive library of songs spread across major languages and are definitely to be a rage with Hindi viewers too."