PepsiCo Partners with MTV India to Launch a 24-Hour Indie Music Channel
MTV India and PepsiCo India announced a 3 year deal to launch a 24-hour music channel for independent musicians called Pepsi-MTV Indies. The channel caters to the emerging indie music market, and includes a variety of other relevant content such as backstage access to major concerts, art, film, and comedy.
The paid channel will source indie music albums from around the country and is available in both SD and HD formats. The channel is accessible via TV, web and mobile phone.
According to Viacom18 group CEO Sudhanshu Vats. “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.”
“The majority of content will be from India, with a balance of about 20 percent offering a window to the world, in terms of showcasing what is happening globally in other indie subcultures,” MTV India business head Aditya Swamy communicated.
Swamy added that Pepsi MTV Indies will have a dynamic digital presence via the Web and social media, so that “people outside India can also have a taste of what is happening here, while reaching out to a larger audience that could also facilitate artist collaborations.”
17 million homes have been reached within just two months of its launch, so it looks like this channel may be here to stay for the long run.
Click Here for additional details or visit www.pepsimtvindies.com to check out the indie music scene in india and seek opportunity for artist collaboration.
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