Pepsi MTV Indies to be replaced by a Hindi Music Channel

Posted at September 8th, 2016 | by Yash Vikram Singh | in

First aired in 2014, Pepsi MTV Indies is set to be discontinued and taken off air soon. The music channel that aired videos of independent artists will replaced by MTV Beats, a Hindi music channel.

 

MTV Indies was initially launched to introduce a stench of alternative music to the youth in India. It is now being shut down, read what Sudanshu Vats, Viacom 18 CEO had to say about this-

“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 24X7 Hindi music channel, will replace MTV Indies on air, with an eye to take the MTV brand to a more mass audience.”

He further added “India loves its music, especially Bollywood music. With MTV Beats, we aim to give our audience a 24×7 music companion who fulfils all their music needs through the day.”

The idea is to have both – have something that caters to pop culture and have something that caters to the sub culture. And that’s how we see both. MTV is pop culture and Indies is sub culture. So whatever becomes bigger here floats onto MTV.”

Although no official date has been set it looks like it’ll go down next month.

Yash Vikram Singh

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