MTV Beats garners 15% viewership share on programming and marketing innovations in FY’20

Celebrating its third anniversary this month, the channel rolls out, ‘31 days, 31 contests’ and a unique theme party, engaging activities with #TeenGunaFun

e4m by exchange4media Staff
Updated: Dec 6, 2019 12:27 PM
MTV Beats

Striding into the third year, one of India’s fastest growing 24*7 Hindi music channel, MTV Beats continues to hold the baton high for all things Bollywood and Music. The channel has reached approximately 500 million viewers over the last year riding on their tentpole properties and integrated campaigns.

As the fastest growing Hindi music channel, MTV Beats rolls out the most fun and enjoyable party for its third anniversary in December, coupled with a unique theme and engaging activities with #TeenGunaFun.

Ferzad Palia, Head – Youth, Music, and English Entertainment, Viacom18 said “Playing strong on its MTV lineage, MTV Beats has consistently and successfully cemented itself as a pure-play Hindi music channel over the past 3 years. As a testament to the success of its differentiated content, MTV Beats has witnessed a 30% increase in time spent in FY '20. We have experimented with newer interactive formats that trigger higher engagement and break the monotony in a cluttered category, leading to MTV Beats being the fastest-growing channel in the category.”

To boost up the filmy keeda, for its third birthday celebrations MTV Beats has kickstarted ‘31 days, 31 contests’ on the channel. Three winners will get a chance to win exciting prizes every day with the thematic contests ranging from Music Mojis on Mondays that will ask you to guess the songs based on emojis to Dil Sharaads on Wednesdays, that will let viewers guess the movie from decoding mime actions to Filmy Chakkar on Fridays, which will be all about deciphering the clues to guess the movie.

The channel will also host a Retro themed Bollywood party, led by popular comedian and host Dr. Sanket Bhosale and the charming Bollywood singer Akasa, whose respective popular shows Baba Ki Chowki and MTV Beats Top 20 Countdown have worked wonders with the audience. As part of its marketing initiative, MTV Beats in its third birthday celebration introduced a new campaign, MTV Beats Birthday Machine, a unique real time video wish innovation for fans to send their friends and families a filmy-personalized birthday wish.

This year, MTV Beats upped the ante with the launch of a new show, ‘Dil Beats with Darshan Raval’, hosted by the Bollywood heartthrob himself, that offered an engaging and quirky take on millennial love. Swag on by Raftaar saw India’s most loved rapper take a stand on social issues coupled with some foot-tapping music. Dr. Sanket Bhosale continued to rule hearts in the second season of his most popular chat show Baba Ki Chowki.

Revamped in a fresh avatar, Baba Ki Chowki S2 was introduced with new concepts and segments with celebrity guests like Farhan Akhtar, Priyanka Chopra, Sidharth Malhotra, Ayushmann Khuanrra and Rajkummar Rao amongst others who joined in the fun ride. MTV Beats Top 20 Countdown also made its way, hosted by Akasa, offering the top 20 chartbusters of the week along with some entertaining news from B-town. 

Not only programming innovations, but the brand also devised two intriguing brand campaigns to strengthen its consumer connect.  Riding on the World Cup fervor, MTV Beats initiated a nationwide campaign #CricketMeinHaiBeat with a special anthem, Blood Mein Hai Blue that celebrated the zealous spirit of India’s most favorite sport. Not only did it fetch 35MN views on social media, but the beats also became viral with fans recreating their own renditions of the anthem on TikTok.

The channel also celebrated World Music Day on 21st June with the first-ever 24-hour Facebook Live music festival, #LongLiveMusic, in collaboration with VH1 India. The event brought together 40+ distinguished artists to perform live across different genres on Facebook and garnered a reach of 28-mn+ of which, for the LIVE itself, 10-mn plus impressions poured in, 7-mn plus video views were witnessed, and 3-million plus engagement flowed in.

Naam Mein Inaam on MTV Beats was a watch and win on-air contest where viewers with common names were gratified with 2 bumper prizes daily that included getting their homes painted and a family holiday. In a span of 2 months, the contest received an overwhelming reach of 50-mn viewers and fans, with over 3 lakh people participating.

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