MTV Beats is an Indian pay television channel dedicated to showing Hindi music videos 24×7 with a focus on Bollywood for an audience between the ages of 15 and 30. The channel is owned by Viacom18, a joint venture between TV18 and Paramount Global.
History
In September 2016, Viacom18 announced MTV Beats as a replacement for the Pepsi MTV Indies channel, with content migrated to the Internet. On 7 September 2016, MTV Beats began broadcasting featuring curated music playlists combined with themed shows and interactive features allowing public voting through the website, SMS and calls. In its second year of broadcasting, it recorded a 50% increase in viewership and the Blood Men Hi Beat in collaboration with the Indian Red Cross Society. (Beat in our blood) and organized a blood drive using the slogan.Currently, the channel selects an "Artist of the Month" and gets exclusive programming in his honor during the month.