MTV launches Indies, a 24-hour channel
From western pop to Bollywood music to reality television, MTV has takes various avatars. Soon the channel is going to have a sister in the form of MTV Indies. Launched in association with Pepsi, the 24-hour channel is expected to reflect the rich subcultures at play in urban India. The channel will showcase independent work in the fields of music, films, art and comedy.
Explaining the rationale behind launching the channel, Group CEO of Viacom18, Sudhanshu Vats says, “We believe in sharper segmentation whether it pertains to the genre, the audience or by markets. Indies is a move that further strengthens our bouquet of varied offerings. India is moving from a collective to an individualistic content consumption habit. The youth and music genre offers great opportunity for growth and we’re sure that this move will help us build an ecosystem for creating a lot of live content as well.”
Being promoted as a channel that’s by the artist, of the artist, and for the world, it will go on air later this month in High Definition and Dolby 5.1 surround sound and will be available across leading DTH and digital cable platforms.