MxMIndia

Tag: MTV Beats

  • The newly launched segment guarantees uninterrupted entertainment for four hours to its viewers

    MTV Beats offers four hours of uninterrupted music with ‘Ad Free Mornings’

    By A Correspondent

     

    MTV Beats has announced happy hours for music with ad-free mornings from 7.30 to 11.30 am. Said Ferzad Palia, Head Youth, Music and English Entertainment, Viacom18 Media: “We understand that our viewers look to music on MTV Beats to set their mood in the morning. So, we have decided to give our viewers an uninterrupted viewing experience through Ad – Free Mornings. We have created a series of quirky TVCs to highlight our new offering and propagate the philosophy of Ad- Free Mornings. It is important to introduce fresher content and experiences for our audiences in order to keep them engaged with the brand.”

     

     

  • The campaign highlights the unique bond that audiences share with music; which is almost like a marriage between two soul mates

    Mullen Lintas creates campaign for MTV Beats

    By A Correspondent

     

    The recently launched Hindi music channel, MTV Beats from the Viacom18 stable, has announced the launch of its inaugural brand campaign. Conceptualised and executed by Mullen Lintas Mumbai, the campaign highlights the unique bond that audiences share with music which is almost like a marriage between two soul mates.

     

    Talking about the marketing campaign, Ferzad Palia, Head, Youth and English Entertainment, Viacom18 said: “Music is an important medium to reach out to young people today, and nobody does music better than MTV. So now that MTV Beats is here, we are heralding it as the birth of the ‘Baap’ of music because after all, MTV is the big daddy of music. In true MTV style, the marketing campaign is quirky, unabashed and irreverent yet it clearly communicates the brand’s positioning of being the ultimate destination for Hindi music any time of the day or week. I’d like to thank Mullen Lintas for the creative thought they’ve put into this. The tagline – ‘Blood meinhai beat’ draws heavily from India’s obsession with Bollywood music and reinforces the belief that music is a part of every Indian’s very DNA.”

     

    Commenting on the campaign strategy, Ayyappan Raj, EVP-Mullen Lintas said: “It’s one of the most fun campaigns that Mullen Lintas Mumbai has worked on in the recent past. When an iconic brand like MTV is launching a Bollywood music channel there is a strong desire to create something big and different. With that in mind, we wanted to make a statement about the launch of BEATS and in the quintessential brand tonality. We are very happy with the way the campaign has come together. Also we are quite happy about the fact that we have ‘delivered’ another successful brand launch for the Viacom18 group.”

     

  • The new channel will focus on Bollywood, 24×7 as MTV to ramp up its offering with long format shows and branded content

    Viacom18 to launch 24×7 Bollywood music channel, ‘MTV Beats’

    By A Correspondent

     

    Viacom18 has announced a 24×7 music channel to be called ‘MTV Beats’. 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 presents 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 will now be offering three differentiated experiences from brand MTV – while the flagship channel will be focused on youth and branded content and MTV Indies will continue to cater to the indie subculture, now, on the digital platform; MTV Beats, our first 24×7 Hindi music channel, will replace MTV Indies on air, with an eye to take the MTV brand to a more mass audience.”

     

    Giving a deeper insight into MTV Beats, Ferzad Palia, Business Head, Youth and English Entertainment, Viacom18 said, “With MTV BEATS, we aim to give our audience a 24×7 music companion who fulfils all their music needs through the day.”