MUMBAI: It is no secret that Indians love their Movies and Music. Hence, MTV Beats is stepping up the festive tempo with the launch of an array of differentiated content offerings as well as unique consumer led properties that the category hasn’t experienced before!

Sharing his excitement with us, Viacom 18 Music and English Entertainment Head-Youth Ferzad Palia said, “MTV Beats has expanded its viewership by 51% in the last year, reaching over 470 mn consumers. The brand has successfully differentiated itself in this very competitive category and we have a lot planned to build on this fast-paced growth of MTV Beats.”

MTV Beats will engage its viewers in three well-crafted spaces through the next few months.

Music: Introducing the Best in Hindi Music Content

Riding on the success of Baba Ki Chowki, which has reached over 250 mn viewers cumulatively over 50 episodes, the channel is launching Secret Side With Akasa on 16 September – India’s first show to bring the unseen side of popular musicians to viewers. Hosted by the popular Akasa Singh of Thug Ranja fame, the show will feature acclaimed musicians like Sonu Nigam, Armaan Malik, Mika Singh, Kumar Sanu and many more every month.

You would’ve enjoyed the uplifting tunes every day on Ad Free Mornings on MTV Beats. Now the channel is ready to launch India’s first LIVE Request show “MERA WALA SONG” in September where your requested song will play on-air shortly. The show will air every day from 9 am to 11 am.

Starting with Ganesh Chaturthi, the channel will play curated playlists as part of the special festive programming, geared to keep your foot tapping right through the Navratri fervor.

Movies: The Biggest Bollywood integrated partnerships

For the first time, MTV Beats has partnered with the biggest Bollywood movies coming up in the festive season. The stellar line-up includes Helicopter Ela, Manmarziyan and Laila Majnu, where the channel will take the viewers behind-the-scenes like no one else.

From partnering with a first-of-its-kind six-city Manmarziyan concert tour to Kajol sharing her morning playlists on Kajol Ka Kabza, Sanket taking the movies’ cast on a ride in Baba Ki Chowki, the viewers can feast on the biggest Bollywood celebs thanks to innovative movie integrations.

Mazedaar Moments: MTV Beats will go to the streets, and closer to you

Building on the palpable excitement around Ganesh Chaturthi, Bappa Beats will up the tempo with chartbusting songs on the channel. The MTV Beats Mobile in Mumbai will take the party to the streets, engaging the devotees at the biggest Ganesh Pandals with some scintillating tunes, special guests and lots of surprises, delivering a rousing Visarjan to our beloved Bappa.

Celebrations are never complete without food, fashion and foot-stomping Bollywood numbers. MTV Beats Swag Nights will curate 400 plus Bollywood Nights across India, ensuring that you never run out of music and masti!

To unearth the next big Youth Superstar, MTV Beats plans to initiate a talent discovery platform MTV Beats Ke Desi Kalakar, scouting for the next big sensation singer, rapper, dancer or musician across the top colleges pan India.

And what’s more, you will be able to enjoy your Favorite Hindi Music Channel at over 1100 bars, gyms and hangouts pan India, so that you never have a dull moment.