MTV Beats launches ‘Punjabi Beats’ – dedicated slot for high-volt Punjabi music
Punjabi Beats will feature non-Bollywood, popular independent Punjabi songs and new Punjabi releases
Contemporary Hindi music channel MTV Beats has announced the launch of a dedicated slot for young and upbeat Punjabi music.
Aptly named ‘Punjabi Beats’, the dedicated break-free 30 minutes slots will air on MTV Beats and Beats HD starting 10th August, every day at 11AM and 4:30PM.
Punjabi Beats will feature non-Bollywood, popular independent Punjabi songs and new Punjabi releases from prominent artists.
Speaking about a dedicated segment on Punjabi music, Vikas Boni, Head - MTV Beats, Business Planning & Content Partnerships, Youth, Music and English Entertainment, Viacom18 said:
“Punjabi music is an instant favourite and is the next most popular genre after Bollywood music amongst youth. In this lockdown period, MTV Beats has seen substantial growth with 25% increase in viewership* which is backed by innovative and original music content. With a dedicated bloc like Punjabi Beats, our line up becomes even more exciting for viewers. It will further strengthen our position as the most loved contemporary music channel in the country.”
The Punjabi Beats slot will also have an interesting in-show vignette, Punjab Di Boliyaan, where different artists will take up one typical Punjabi word such as “Siyaapa”, “Patola”, Chhetti, “Gedi and tell viewers what it actually means.
“We have already on-board popular artists such Gippy Grewal, Tony Kakkar, Sukh-E, Bohemia, Milind Gaba for the Punjab Di Boliyaan vignette. MTV Beats has partnered with music labels such as Sony Music, VYRL Originals, Humble Music, White Hill Music and Desi Melodies for Punjabi Beats.”
Punjabi Beats will be launching from 10th August, every day at 11AM and 4:30PM only on MTV Beats. MTV Beats and Beats HD are available on all DTH and cable platforms priced at 10 paise and Re 1 per month, respectively.
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