MTV Beats, India’s No. 1 contemporary Hindi music channel, celebrates five years of entertaining its audience with compelling content and innovations by ending 2021 on a high note. MTV Beats, the ideal destination for music fans, has provided the perfect excuse to dance and party for the past half-decade.
Close on the heels of celebrating its 5th anniversary this December, MTV Beats has begun a symphony of contests with a silver lining of exciting prizes as part of its month-long interactive promotion, MTV Beats Turns 5. The channel is giving away 62 items, including 5 bumper prizes, hosted by singer and pop star Dhvani Bhanushali.
MTV Beats’ unique programming helped the channel maintain its No. 1 position in the genre, with an average weekly time spent of 28 minutes per viewer, even in a difficult year when music proved to be one of the most potent getaways.
The channel further solidified its dominance by attracting 370 million people and more than 120 billion viewing minutes, increasing its genre share to 21% from 17% the previous year.
To assure fresh material throughout the year, the channel devised creative ways to rework some of its old shows by going remote with zoom call shots and phone-based footage, some of which were shot by the artists themselves.
The icing on the cake was the popular show ‘Dil Beats Lockdown Love,’ which had a total audience of 38.7 million people and over three lakh viewing minutes. MTV Beats truly banged the drum for the worldwide beauty of music and became the go-to destination for Hindi music, with a unique growth story throughout the epidemic.
The channel continues to address the ever-changing entertainment needs of its audiences, and offer a slew of robust content, such as ‘MTV Beats Teri Meri Baatein,’ ‘MTV Beats Artist of the Month,’ ‘MTV Beats Most Searched,’ and ‘World Music Day LIFT UP,’ in an ongoing effort to dominate the category with innovative IPs such as ‘MTV Beats Teri Meri Baatein’.
MTV Beats’ journey has been thrilling,” Anshul Ailawadi, Head, Youth Music, and English Entertainment, Viacom18, remarked of the triumphant conclusion of five years. Since its introduction in 2016, the channel has shown progress in the Hindi music genre by delving into consumer insights and upscaling its content to meet the needs of its audience.
“Even though reality changes daily, we have managed to keep our audiences fully engaged with fresh and creative programming initiatives over the last year.” The channel has given the category a new lease on life, from organizing World Music Day LIFT UP to producing innovative series like MTV Beats Teri Meri Baatein.
With MTV Beats Birthday Carnival, December is poised to glitter with spectacular prizes and a month full of awesome music and entertaining contests. So, kyunki MTV Beats Turns 5! Give us a High Five!
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